Robbie Williams: Mission Café Royal
Café Royal coffee capsules have been available in France since the summer of 2014, with Spain set to follow. On December 1, 2014, the new French TV campaign and the brand’s new ambassador, Robbie Williams, were unveiled in Paris.
Delica wants to consolidate Café Royal's leading position in the Swiss market for compatible coffee capsules and at the same time develop and expand the brand internationally. To this end, Delica launched its Café Royal range in France this summer. The products have been available in Germany and Austria since autumn 2013, with a new packaging design and new capsule colors since the middle of this year. In Switzerland, the new packaging and capsule designs hit the shelves this fall. In addition, the standard range available in this country since 2012, which includes the Ristretto, Espresso, Espresso Forte, Lungo, Lungo Forte and Decaffeinato varieties, has been expanded to include the Vanilla, Caramel and Almond flavored editions, the Colombia, India and Ethiopia single origins and the Dark Roast limited edition.
Delica is convinced that it is taking the right and important step by expanding into foreign markets. Raphael Gugerli, Head of the Coffee Business Unit: "With Café Royal, we have succeeded in establishing an innovative brand. We are convinced that we can continue the success of the compatible coffee capsules in foreign markets, especially as analyses have shown that demand in our new target markets is very high. France in particular is regarded as a very interesting coffee and capsule market. We have also found the ideal brand ambassador in Robbie Williams. As a secret agent, Robbie Williams is on the road to spread good taste and coffee enjoyment. To do this, he embarks on various missions and encounters countless challenges along the way. With his sex appeal coupled with a good dose of coolness, Robbie Williams is the perfect agent for Café Royal. What's more, his charm and wit can be understood across national borders. We couldn't imagine a more suitable testimonial to fill this role."
Delica
The company, based in Birsfelden BL, was founded in 1954 and today combines 60 years of expertise with innovative technology in the sustainable production and processing of luxury and food products. With total sales of 269.5 million Swiss francs and around 12,200 tons of processed green coffee per year, Delica is one of the largest and most successful coffee roasting companies on the Swiss market. With its Café Royal brand, Delica has been the market leader for Nespresso-compatible coffee capsules in Switzerland for two and a half years.
