Moccona - Moccona Heeft Meer Mmmm

In 2000, the Sara Lee branded coffee Moccona launched an advertising campaign to increase the market share for its premium instant coffee.

Moccona Heeft Meer Mmmm

Agency: Grey Worldwide    Advertiser: Moccona   Awards: Sustained Success (Bronze)

Marketing Challenge

In 2000, Sara Lee decided to grow sales and the market share of its Moccona coffee brand more aggressively in New Zealand.

At 5th November 2000, the competitive environment looked like this (AC Nielsen Scandata): see Table 1.

In the Roast & Ground category, Moccona was a distant follower to the leaders - with a very small market share.

Moccona's strength lay in the Premium Instant...

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