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...