Campaign details

Brand: Amigo
Brand Owner: Strauss Group
Lead Agency: McCann Worldgroup Bucharest
Contributing Agency: MRM Bucharest
Country: Romania
Industries: Hot drinks
Media 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 apart from.

In the past years Amigo wasn't able to keep the pace with Nescafé, which positioned itself as the inventor of instant coffee and the most consumed coffee in the world.

Our challenge was to help Amigo take back its historic place as the Romanian instant coffee icon and leader by rebuilding its image.

Market Background and Objectives