Overview

Our challenge for 2020 is to bring this brand to life through high impact communications activity & to putourselves firmly in the minds, hearts & cupboards of coffee drinkers.

This brief is quite simply to create a memorable TV advert that showcases the brand & products and places them firmly into the real world of our target audience. By doing so we want to supercharge awareness and ultimately drive trial/sales of the new range.

Target Audience

This ad should be made for men & women who have grown up drinking espresso style coffee (mainly out of home). They love the energy of coffee shop culture for the vibrancy, exciting brands, new news & attention to detail but don’t see that reflected in retail coffee where shelves are full of the products their parents drank. Coffee is part of their urban working lives (drinking average 6 cups a week) whether they are at home or out and about, but they don’t know (or care) a whole lot about it. Coffee represents a little moment to themselves, often steeped in ritual. Coffee is a way to get ready for what is ahead.

Synopsis

The title of this TVC is Craft your Day. We decided to create 3 storylines that adopted this motto. We showcase a chef, painter and drummer, all practising their craft, whilst being fuelled by Cafepod.

Tonality

• Optimistic

• High Achieving

• Straight talking

• Real - not corporate

• We are not for coffee snobs or bores. We believe that coffee should be great quality & taste delicious, butit is not a matter of life or death.

Visuals

• New Aluminium capsules (show, not say. Except in digital assets)

• Clear pack shots within and in end frame.

• URL or handles should feature somewhere

• Capsules being loaded.

Music

Upbeat, young, percussion based.

• 30s TVC for use in premium channels (will require CLEARCAST approvals)

• 15s TVC edit for use on YouTube/Social channels