Wild Bean Café - driven by coffee

The article considers the problems faced by BP in rebranding its existing offering Cafe Zip under the Wild Bean Cafe name in the New Zealand market.

Driven by coffee

Category: IntegratedAgency: Advertising Works OgilvyAdvertiser: Wild Bean Café

EXECUTIVE SUMMARY

In March 2005 BP re-branded its food and drink offering from Café Zip to Wild Bean Café. It did so without changing the product. Rather than losing the equity already established with the Zip brand, the switch resulted in significant sales growth, in awareness figures of the new brand eclipsing recognition of its predecessor, and in BP Global marketing adopting the New Zealand communications strategy and execution in both the UK and Continental Europe.

The positioning, of 'quality coffee on the...

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