Taylors Coffee: The Power of Obvious

Taylors, a coffee brand, launched a campaign in the UK to raise penetration of coffee bags to 4% of UK households.

Campaign details

Brand: Taylors CoffeeAgency: Lucky Generals

Summary

As planners, we're a bit afraid of the obvious. It makes us look like we're not adding enough value. Where's the audacious pivot? Where's the unexpected leap?

This is a story about how planning overcame its fear of the obvious, recognised obviousness as a powerful strategic platform, championed and protected the obvious, and ultimately proved its commercial worth.

The result was a campaign that wondered aloud how Taylors, in 130 years of coffee making, had managed to overlook the rather obvious idea of putting fresh coffee in bags.

It...

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