Philippe KiwitterCopywriterHamburg •
Eduscho – Kaffeetradition seit 1924

Eduscho — Die neue Vielfalt

Eduscho — Die neue Vielfalt2023–2024
The brief

Eduscho had a problem every brand dreads: people only bought it when it was the cheapest coffee on the shelf. So instead of reinventing the coffee, we reintroduced it – with colour, attitude and lines that sound nothing like coffee advertising.

Every variety gets a stage.
And a line.
To show howmild it is,here’s a kitten.
Caffè Crema · mild
Um zu zeigen, wie mild der ist, hier eine Babykatze.
The chamomile teaof coffees.
Filterkaffee · Nr. 1 sanft
Der Kamillentee unter den Kaffees.
Baristas hatethis one trick.
Kaffeepads · klassisch
Baristas hassen diesen Trick.
Because it’s tooearly for wine.
Filterkaffee · Nr. 1 klassisch
Weil es noch zu früh für Wein ist.
Jest sprawa,nowa kawa!
Polish for “Big news: new coffee!”

From September 2023 the campaign travelled east – Poland, Czechia, Slovakia and beyond. Same stages, same attitude, new language.

Polnisches OOH-Motiv Espresso Classic: Klasyk, ale w nowym wydaniu
One idea. Every channel.

TV and range films, tag-ons, presenter spots, OOH, POS, display and social – all built on the same coloured stages.

Kampagnenüberblick: Ein Relaunch, der den Kaffeemarkt aufmischt
Turns out, a kitten sells coffee.
+0%
Awareness
+0%
Consideration
+0%
Purchase rate
+0%
Conversion
Source: CPS GfK, campaign review April 2024.Effie Germany 2024 — Bronze, category Comeback
Das Kaffee-Comeback des Jahres
Client
Eduscho (Tchibo)
Agency
Überground, Hamburg
Year
2023–2024
I worked on
Headlines, 10-second film concepts
Next project — SEGMÜLLER
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