Kenco: Coffee vs Gangs

This case study explains how Kenco, the coffee brand, boosted its ethical credentials to increase sales in the UK and Ireland.

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...

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