COFFEE TO WAKE UP!

What better way to start a Monday morning than a hot cup of coffee, that really wakes you up and kickstarts your week. 

That's the message that McDonald's is giving through this extremely witty and creative ad for McCafe.

I just love the simplicity and the way the logo and coffee beans have been used, without trying too hard.

Well played McDonald's

COFFEE COLA

In line with their strategy to diversify and keeping innovating #Pepsi has just announced the launch of their Pepsi Cafe range. 

This special combination of #cola with #coffee will be a limited edition that would be launched in the US market in April 2020 and would be available in two flavors - original and vanilla.

What is interesting is that Coca Cola has a similar product called Coke Plus Coffee, which is available in a few markets but still not available in USA. 

Will we see Coca Cola moving fast and bringing their product in the US markets before the debut of Pepsi Cafe? It's a wait and watch game. 

However, this also will eat into the share of the cold coffee market, so we will see lot of action from the coffee players as well to protect their share.

GLOCALISATION MATTERS

On a recent trip to Vadodara, India I came across a Starbucks hoarding announcing the launch of their new cafe in Vadodara. 

Instead of the usual names that they put on their cups, the hoarding mentioned endearing terms that are used all over Gujarat for known and unknown people - Kaka (Uncle), Bhai (Brother), Bapu (Elder Man), Ben (Sister), etc.

This piece of outdoor advertising brought a smile to my face. In marketing, we are always told and taught that global brands need to localize (glocalisation) to connect in a stronger way with their audience.

Here is a great example by #Starbucks, where they are going a step further in bringing the cultural nuances of a state in its advertising and communication to make people feel closer to the brand and see the #brand as their own rather than an alien brand. 

I then went to check the #Instagram handle of Starbucks India and they had very smartly used the same creative on their Instagram feed as well, bringing consistency in their messaging and reaching the audience across touch points. 

Here is a very simple yet effective lesson for all marketers out there.

PS: The hoarding picture was clicked, while sitting in a moving car, so I could not get the best shot.

EDIBLE COFFEE CUPS

Every year, millions of plastic cups are used across airlines and then dumped into the growing pile of plastic that lies in the world.

New Zealand airline Air NZ knew that they had to do something about it, as they serve 8 million cups of coffee on their planes annually. 

So, they have just introduced edible coffee cups in their lounges and all their flights as a test. Made in partnership with the NZ company Twiice, these plant-based edible cups are vanilla flavoured and can withstand the heat from the coffee without melting. 

Some time back, they had already started serving #coffee in biodegradable cups, but this is definitely a step further. Having edible cups on board will also reduce the weight that they carry and further help in reducing the greenhouse gas that planes release. It is a great step forward towards a #sustainable planet.

Nespresso Capsules : Second Life

Sometimes you do not need a voice-over or text to tell a story. The visuals do the job quite well!hashtag

#Nespresso brought in a coffee revolution when it introduced coffee capsules in the late 80s and early 90s. These capsules were made of aluminium, and, with the growing awareness of environment conservation and hashtag#sustainability, consumers started asking questions on the recycling of the discarded capsules. As a result, Nespresso introduced #recycling programmes in many different countries and launched a sustainability programme - 'The Positive Cup'. It then went a step further when it partnered with the stationery brand Caran d'Ache and launched a limited edition pen collection made from recycled aluminium coffee capsules. These pens were designed to remind consumers of the infinite durability of aluminium which can be re-melted and reused again and again. This is a perfect example of giving a product a second life.

                                                             Video credit: Caran d'ache

hashtag#marketing #environment #reuse #recyle #reduce #kunalviews #sustainable #innovation #nestle #idea #solutions

LAVAZZA AND PEPSICO RELEASE ICED COFFEE

hashtag#Pepsico and #Lavazza have formed a strategic partnership and launched ready-to-drink iced #coffee in 100% recyclable cans in the UK market, starting with the #Wimbledon first. The partnership will be doing many more #innovations in the future and will be entering new markets as well. It is interesting to note that two potential competitors have joined hands. It is a WIN-WIN for both the companies, as well as the consumers.
Here are my observations: 1. The packaging is premium and cool and it has no mention of Pepsi on the front of the can, making consumers more likely to pick up the can as it comes from Lavazza.
2. This partnership gives the distribution muscle to Lavazza to enter new markets and channels.
3. In the beverages business, Pepsi can diversify and expand its portfolio beyond the colas and use the expertise of Lavazza to launch good quality coffee.

ashtag
                                        #FMCG #CPG #innovation #launch #recyclable

Retail: Starbucks opens its biggest store in the world

In a time, when #brands are struggling with their retail space, trying to maximize their returns per square foot and wondering whether brick and mortar still makes sense in the digital world, #Starbucks defies all convention and goes forward with a massive store launch in #Tokyo.

 It is not yet another cafe, but rather a #retail theater! It's an experience, and the moment you give #consumers not just a physical product but also an emotional experience, you have a winner on your hands. 

Calling it a 'Roastery' is a way to premiumize the Starbucks brand further. It not only acts as a brand amplifier but also as an #innovation lab where new menus, products and designs can be tested out before being rolled out at a larger scale.

The #coffee space will continue to get more exciting! 

You can read all about it the link below:

Starbucks opens it biggest store in Tokyo