For people who find that coffee is an indispensable part of their daily life, think of the times you had to endure the overly bitter or overly diluted coffee that is being served in all coffee vending machines? You do not have to do that anymore! Your day at work has to be productive, not miserable. Here we are with the most accessible best filtered coffee to go. But how do we sell it? How do you
sell a product with such a strong competition? We had to make a dramatic enough impact to make the shopper actually think about a purchase decision that he normally makes on autopilot, by simply grabbing his familiar brand. No matter how compelling (or how well advertised) the product proposition is, we needed visually impactful packaging to ensure that we gets a chance to sell. Unfortunately, on the go, we do not have the luxury of time. If the packaging does not tell the story clearly and persuasively within few seconds, shoppers will not bother trying to figure it out: They will go with a trusted alternative. This point leads us back to the presence of well-established habits and alternatives. Its not good enough for our coffee to be interesting, it has to be clearly different and demonstrably better than the shoppers current product, which is often next to it. How can new products possibly communicate and differentiate effectively within 5-10 seconds? The answer is by communicating visually, via bold graphics and/or a unique packaging structure. In other words, the most successful products often embody their point of difference, through their packaging and presentation. We had to break the rules of the category, with a shocking color or a new delivery system. Our coffee to go needed a packaging study, because for any (new) products, the package is the product. So we went to OSIM and registered the coffee-2-go concept a mobile supersized coffee cup like trailer. The image generates the interestthe quality amplify it. Hot filtered coffee made of fresh brewed coffee mix after a recipe made especially for us by Leonard Caffe.
