Douwe Egberts
Douwe Egberts is a Dutch brand of coffee which is majority-owned by JDE Peet's. It was founded in Joure, Netherlands, by Egbert Douwes in 1753 as De Witte Os ("The White Ox"), a general grocery shop. The company later started dealing specifically in coffee, tea, and tobacco. By 1925, it had changed its name to Douwe Egberts (as in Douwe, the son of Egbert) and introduced its logo, a red seal with a "D.E." initialism. Its former tobacco brand White Ox was named for the original De Witte Os grocery store in Joure; Douwe Egberts sold White Ox to Imperial Tobacco in 1998.
Campaign Overview
The "Awaken Your Senses" campaign aims to introduce Douwe Egberts, a premium coffee brand, to a new region in November 2023. The campaign focuses on the rich and diverse world of coffee, offering a unique journey to coffee enthusiasts, from the aroma of freshly ground beans to the taste of the perfect brew.
Audience
Audience
The campaign targets coffee lovers, including young professionals, students, and those who appreciate the art of coffee brewing. The audience is diverse in age and coffee preferences, from espresso aficionados to latte lovers.
Languages
The campaign will be executed in english and arabic in the region, reflecting the importance of clear communication with the local audience.
Creative Concept
"Awaken Your Senses: emphasizes the sensory experience of coffee. The concept highlights Douwe Egberts commitment to providing a variety of premium coffee beans, each with its own unique aroma and flavor profile. It offers consumers a chance to explore and savor the nuances of coffee, making every cup a memorable experience.
Visual Concept
The imagery in this scene engages all your senses when you savor a cup of Douwe Egberts coffee. You can almost inhale the delightful aroma in the air, feel the comforting warmth of the steam rising from the cup, and envision the silky coffee as it gracefully pours into your waiting mug. Additionally, it incorporates the silhouette of the brand's iconic visual emblem, which symbolizes its unique identity.
Timeline/Season
The campaign will launch in November 2023, aligning with the holiday season and the cooler months when warm coffee is particularly appealing. The campaign will continue year-round to cater to coffee lovers in all seasons.
