Kenco: Coffee vs Gangs
Campaign details
Brand: KencoAgency: J. Walter ThompsonAdvertiser: Jacobs Douwe EgbertsCountry: United Kingdom
Campaign Background & Summary
In 2013, Kenco's market share and enviable 16% price premium were at risk from dominant market leader, Nescafé, on two levels. Firstly, Nescafé invest heavily in advertising, dominating 68% of the category's TVR share of voice in 2013 compared to Kenco's 21%.1Secondly, they invest heavily in price promotion and, across the range, were undercutting Kenco by around 16% on average throughout the course of the campaign. In a promiscuous repertoire market...