Respect the Bean – Nabob

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Title

Respect the Bean

Advertiser:

Kraft

Year:

2014

Source:

Cassies

Product Category:

Beverages - Non-Alcoholic

OOH Format:

Outdoor, Transit shelter

Country:

Canada

Objective:

To re-establish the Nabob brand and its belief that coffee was at its best when grown, roasted and served simply, authentically and unpretentiously.

Target Group:

“Bold Bobbies” who drink more than their fair share of coffee at home and wholeheartedly believed that substance should always trump style.

Strategy and Media Used:

In 2014 Nabob launched “Respect the Bean” a rallying cry to return to relishing the pleasure of a simple, unadulterated cup of coffee. The campaign used OOH, TV, online pre-roll, digital banners, web page takeovers, magazines and Twitter. Many OOH executions were strategically placed near coffee shops to remind people there was a better option out there.

Results:

The objective for Nabob, the number two brand in the market, had been to hold dollar shares flat. This was achieved while market leader Tim Hortons and number three brand Van Houtte both lost market share to a very strong McCafé launch, which immediately challenged for the number three position. Nabob also saw increases in repeat buyers (1.1%), trips per buyer (0.2) and spend per trip ($1.20). Compared to an estimated “do nothing” loss to McCafé of $2 million in gross sales, Nabob grew $2 million in consumption during the year to June 2015.