Coffee Vs Gangs: How a strong brand purpose changed lives in Honduras and changed fortunes for Kenco
Agency: JWT UK
Objectives
Commercial objectives
- Protect and sustain brand profitability, and deliver a positive profit ROMI.
- Maintain market value share in the face of a 16% price premium over Nescafe.
- Deliver lm more kilograms of coffee.
Marketing objectives
- Increase loyalty, justifying a premium and protecting the brand from the instant coffee price war which Nescafe were only too happy to engage in
- Secure a solid core customer base amongst consumers who are open to the idea of ethical brand purpose (around 30%...