CoffeeB: Brönnimann and Huber stage campaign against capsule coffee glamor
The single-serve coffee system CoffeeB is launching a new campaign that takes a stand against flagship stores and luxury marketing. The freelance duo Peter Brönnimann and Stefanie Huber developed the communication platform «The Best Coffee Without All the Frills,» which translates the functional USP—enjoying coffee without capsule waste—into an emotional message with a clear stance.
Following the market launch in fall 2022, CoffeeB is now taking the next strategic step. The new communication platform translates the system's functional USP - the absence of capsule waste - into more emotional coffee enjoyment with attitude. "Best coffee without the fuss" is a statement about coffee enjoyment and a rejection of everything unnecessary: no capsules, no capsule waste, but also no elaborate packaging, no Hollywood stars, no flagship stores and certainly no luxury staging.
Attitude with humor
At the heart of the campaign is a film that takes aim at the pomp and circumstance in flagship stores and high-end boutiques. An ordinary guy, who is slightly uncomfortable with the situation, is guided through "the exquisite world of CoffeeB" by an affected saleswoman.
Norwegian director Harald Zwart was recruited for the production. Zwart, known for his flair for humorous storytelling and great images, manages the balancing act between high-quality aesthetics and the down-to-earth message of the brand.
"We are showing," says Frank Wilde, Head of CoffeeB, "that CoffeeB offers the same taste as other portion systems, but that we do without anything unnecessary: flagship stores, elaborate packaging or Hollywood glamor in addition to capsules. As part of Migros, this campaign fits perfectly."
The campaign starts immediately online, on TV, OOH and at the POS.
CoffeeB on course for growth
Since its launch in September 2022, over 600,000 coffee machines and over 180 million coffee balls have been sold. In addition to Switzerland, Germany and France, the CoffeeB system is now also available in Italy and the United Arab Emirates. CoffeeB is pursuing a different strategy in the USA, where the innovative protective coating technology is being used to revolutionize the American market as part of a licensing partnership with Keurig Dr Pepper, the clear number one in the portioned coffee business with a market share of over 30 percent.
Responsible at CoffeeB: Frank Wilde (Head of CoffeeB), Chiara Bosshard (Head of Marketing CoffeeB), Tina Freiberger (Marketing Communications Manager), Sara Kristina Aeberli (Brand Manager CoffeeB). Creation: Stefanie Huber, Peter Brönnimann. External partners: Markenfilm Schweiz (Production), Harald Zwart (Director), Jan Mettler (Director of Photography), Joel Scheidegger (Executive Producer), Gustaf Richter (Producer), Sizzer (Music), Jingle Jungle (Audio Production), Realization/Producing: Prodigious, Kerstin Reulen.
