Wild Bean Café - driven by coffee

The article considers the problems faced by BP in rebranding its existing offering Cafe Zip under the Wild Bean Cafe name in the New Zealand market.

Driven by coffee

Category: IntegratedAgency: Advertising Works OgilvyAdvertiser: Wild Bean Café

EXECUTIVE SUMMARY

In March 2005 BP re-branded its food and drink offering from Café Zip to Wild Bean Café. It did so without changing the product. Rather...