TBWA\Zurich: New subjects for new Emmi Caffè Latte varieties
Emmi Caffè Latte is launching two new varieties that are expected to be particularly popular with Gen Z. TBWA\Zürich supported the launch with new creative concepts as part of the «Ok.Go!» campaign.
Coffee that tastes like cinema? Or like your favorite pastry? That's exactly what Gen Z apparently wants in the chiller cabinet. Emmi Caffè Latte is responding to this desire with two new varieties - especially for the younger target group. Because this generation is always on the lookout for new, exciting taste experiences.
The two flavors were developed together with Gen Z and tested in detail. The winners: Emmi Caffè Latte Popcorn and Hazelnut Brownie. TBWA\Zurich supported the launch with new subjects under the umbrella of the already launched "Ok.Go!" campaign. The result is key visuals with headlines that appeal to the Gen Z target group and their specific drinking habits. The static and animated launch subjects were mainly played out online and via DOOH. The texts describing the two new flavors on the newly designed packaging were also implemented by TBWA\Zurich.
To pick up Gen Z on their favorite platforms, TBWA\Zurich designed a series of challenges around the new launches. Content creators Maelo Romani and Joel Rätz aka Widerluege were responsible for the implementation.
Responsible at Emmi: Yvonne Baumgartner (Global Head RTD Coffee) Sarah Larwood (Global Head RTD Coffee), Stephanie Herpers (Jr. Global Marketing Manager) Ulla Fetscher (Global Marketing Manager), Mélanie Thurau (Global Marketing Manager), Yannik Tschan (Global Social Media Manager), Nina Girardot (Head Emmi Caffè Latte Switzerland), Mathurin Blumer (Brand Manager Emmi Caffè Latte Switzerland), Sabrina Ott (Product Manager Emmi Caffè Latte Switzerland), Bettina Gubler (Trainee). Responsible at TBWA\Zurich: Manuel Wenzel, Hanja Heuss, Angelo Sciullo, Katharina Binder, Sarah Rüegger, Alisea Ferrara, Selina Engeli (creation) Lukas Diem, Clara Burki (strategy) Sina Gelin (consulting) Toni Rubera, Noemi Rubera (image editing and DTP) Domenico Catena, Fabrice Studer, Karl Hofmann (Vido Video).
