Gevalia Kaffe: Upgrading America's everyday cup of Joe

Category: Beverages - Non-Alcohol
Brand/client: Gevalia Kaffe / Kraft Foods
Lead agency: TAXI Inc
Contributing agencies: Starcom MediaVest Group, Shopper Arts Network and Trapeze

State of the marketplace & brand's business

Gevalia premium ground coffee became available through retail for the first time in December of 2011, after a history of direct-to-consumer distribution via mail order. With low brand awareness and a somewhat dusty brand perception among those who were familiar with the brand, Gevalia set out to take on a deep bench of competitors, including the ubiquitous and ever-expanding Starbucks and Dunkin Donuts juggernauts – spending a combined $227MM in measured media in support of their brands, compared with Gevalia's $21MM (Source: Nielsen AdViews, 8/27/2012-8/25/2013). In addition to category leaders' direct investment in advertising, they also had the benefit of their own extensive branded retail networks, which they leveraged as messaging platforms. All of this made the challenge for the brand daunting when advertising first launched in February 2012.

Strategic communications challenge