MARKETING SOCIETY AWARDS for EXCELLENCE 2012: Brand extension

WINNER Kenco Millicano (Agency: JWT London)

Coffee culture in the UK has become increasingly sophisticated, with consumers demanding more from their coffee brands. Some drinkers recognise ground coffee to be superior to everyday instant and are keen to offer the 'right' coffee in a social setting, although they lack confidence in making coffee and dislike the hassle involved. Kraft Foods aimed to bridge the gap between the taste and image of what people refer to as 'proper coffee' and the convenience of instant, with the launch of Kenco Millicano Wholebean Instant.

The product has revolutionised supermarket coffee aisles and answered an emerging consumer need - to combine the convenience of instant coffee with a quality and taste reminiscent of roast and ground. The first new coffee format on shelf for 40 years, the 'Wholebean Instant' product is a mixture of ordinary freeze-dried coffee and finely milled wholebeans.

This delivers an aroma and mouth-feel that is much closer to that of a roast and ground coffee. Consumers perceived the format as 'next generation coffee' and Kenco Millicano used a silver tin to re-inforce that this was an entirely new category. A risque advertising campaign across TV, print and advertorials sought to change the target consumer's perceptions and buying habits, in what is a low-interest category.

By the end of 2011, Kenco Millicano took 1.5% volume share and 2.1% value share of the pure soluble coffee market. Sales hit £11.86m in just eight months. Judges commended the launch's 'really good return on investment'.

ALSO SHORTLISTED FOR BRAND EXTENSION

  • Cadbury Screme Egg - The ghoulish one;
  • Heineken, Foster's Gold;
  • Hellmann's, Putting the spark back into flavoured mayonnaise;
  • Heinz, Balsamic vinegar tomato ketchup limited edition

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers