Amigo: Real energy, not just words

This case study shows how Amigo, an instant coffee brand, made use of its tradition as a strong energising coffee to increase sales and market share in Romania.

Campaign details

Brand: AmigoBrand Owner: Strauss GroupLead Agency: McCann Worldgroup BucharestContributing Agency: MRM BucharestCountry: RomaniaIndustries: Hot drinksMedia Channels: Online display, Online video, Print - general, Social media, Television

Executive Summary

This case study explains the re-birth of an icon, Amigo, a brand that Romanian people grew up with – as the only coffee brand available during communist time – and its expansion beyond its traditional category.

Amigo instant coffee is the coffee that we grew up with, but also the one that over the years we grew...

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