Moccona: Classic

The Background:

Moccona entered 2008 as market leader in premium instant coffee. However, a worrying incidence of deep price promotions in major retail outlets and break from advertising had become the backdrop to increased consumer switching and declining brand health.

Compelling creative, born from insight into why consumers loved Moccona, validated their emotional desire for the brand and unlocked the permission they needed to buy into Moccona without new news or promotional pricing. After all, life’s too short for a bad cup of coffee.

Results:

As a direct result of the campaign, the Moccona brand saw:

• An improvement in Brand perceptions, reinforcing it’s premium position whilst boosting its appeal for everyday consumption

• Greater brand loyalty from converting greater awareness and consideration to increased committed users

• A significant reduction in reliance on heavy promotional discounting resulting in greater profit per unit

• All-time high sales results, beating sales and market share targets.

These results would be welcomed by any FMCG brand, but to achieve so much with a mature brand in a mature market without any new news and with active competitors is particularly noteworthy. Backed up by a highly engaging, motivating and well-branded campaign, Moccona has been able to reaffirm premium brand perceptions, raise the retail price and reduce the depth of discounting, whilst still increasing sales volume – effectively setting a sound platform for continued brand health.