Doncafé - Billions of moments

Information

Campaign: Billions of moments
Brand: Doncafé
Client: Strauss România
Submitted by: McCann Worldgroup România
Second Agency: MRM Worldwide România
Media Agency: Starcom MediaVest

Background/Objectives

Strategy

Results

Background/objectives: Our mission was to help the young Doncafe find its place and, thrive in a marked that worked like a monopoly for Jacobs; To find a powerful voice for a brand set out to redefine the rules of its category.

Strategy: The “Billions of moments” platform established Doncafe as the “coffee for me moments” with an association that grew every year, creating a new meaningful interpretation of coffee.

Results: Market share increased with 30% in value; brand perception overpassed market benchmark for “A brand for me” and “A brand I trust”.