Coffee vs gangs: How a strong brand purpose changed lives in Honduras and changed fortunes for Kenco

This case study shows how Kenco, a coffee brand, designed a brand purpose campaign that delivered social good and increased commercial sales in the UK.

Coffee Vs Gangs: How A Strong Brand Purpose Changed Lives In Honduras And Changed Fortunes For Kenco

Principal authors: Alex Huzzey and Eleanor Metcalf, J. Walter ThompsonContributing author: Grace Kite, The Effectiveness Partnership

Introduction

The idea that brands can derive commercial gain from having a higher, socially-beneficial purpose has never been higher up the agenda. In 2015, Unilever reported that the brands in their portfolio with a social purpose were growing at twice the speed of others,1 whilst other studies by ex-P&G guru Jim Stengel and Millward Brown have also sought to put the commercial case for...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands