Amigo - Real energy, not just words
Campaign: Real energy, not just words
Brand: Amigo
Client: Strauss România
Submitted by: McCann Worldgroup România
Second Agency: MRM Worldwide România
Media Agency: Starcom MediaVest
Background/objectives: Amigo had seen penetration and relevance decline due to a changing competitive landscape: wasn’t able to keep the pace with the younger Nescafe and needed to rebuild equity.
Strategy: Amigo created the “Real Energy, not just words” platform: stories on TV and Online that illustrated those people who are always on the watch.
Results: The campaign reversed the brands’ decline: increased value market share with 20% taking back leadership of the instant coffee category; brought back Amigo’s iconic perception as the energy expert by almost doubling the “It energizes me” attribute.