Café Royal: In the service of good taste

Café Royal, a Swiss coffee brand, launched its campaign across Europe in partnership with Robbie Williams to gain more market share from key competitors Nespresso and Mondelez.

Campaign details

Brand: Café RoyalAdvertiser: Delica AGAgency: Serviceplan Suisse AGCountry: Switzerland

Countries in which effectiveness was proven

Austria, France, Germany, Netherlands, Spain & Switzerland.

Campaign background

In 2013 the European Patent Office revoked a key patent for Nespresso, rendering its proprietary coffee machine capsules a public good. That same year, food giant Mondelez and a host of other competitors launched their own Nespresso-compatible capsules. Needless to say, these new arrivals had an adverse effect on the premium segment, as average prices were reduced by these lower-quality capsules entering the market.

In 2014, Swiss...

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