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...