TASSIMO

Introduced in the early 2000s, Canada's single-serve brewed coffee category remained immature, characterised by broadly similar lifestyle advertising extolling the benefits of a new way to enjoy coffee at home.

TASSIMO

Ogilvy

Section I — Basic information

Business Results Period (Consecutive Months):January 2010 - December 2010.
Start of Advertising/Communication Effort:May 1 2010.
Base Period as a Benchmark:Calendar 2009.

Section II — Situation analysis

a) Overall Assessment

Introduced into North America ten years ago, the single serve brewing category experienced slow growth compared to Europe, where some countries saw up to 70% penetration. In Canada, it was a relatively new category, and all the players sounded alike to our target. Lifestyle advertising promoted this different way of enjoying hot beverages at home.

Canada had been adapting global TASSIMO...

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