The Challenge.
Coffee is a daily habit, making it hard to convince consumers to switch brands. Kopiko needed a disruptive way to prove their energy benefits.
- High brand loyalty to existing coffee giants
- Need to prove the "focus" aspect
- Standing out on grocery shelves
Our Strategy.
We targeted people in the morning rush, asking them about their coffee habits and handing them a Kopiko to try on the spot.
The Habit Hook
Asking "Are you a coffee lover?"
The Taste Test
Instant reactions to the flavor and energy kick.
The Comparison
Comparing it live to expensive coffee shop drinks.
Hook A: Coffee Lovers
Boots on the Ground.
Filming outside busy subway stations and corporate offices during the morning commute.
15M+
Views
3.8X
ROAS
The Results.
A massive jolt to sales.
3.8X
ROAS
Profitable customer acquisition.
15M+
Views
Strong organic visibility.
High
Retail Lift
Correlated with increased retail pull-through.
Key Takeaways
Timing is Key.
Intercepting people when they actually need the product (morning commute) yields the best reactions.
Taste is King.
A shocked, positive taste reaction sells beverages instantly.
Value Proposition.
Positioning it against an $8 latte makes the purchase a no-brainer.
The street interviews captured the exact energy we wanted for our brand.
Marketing Director
Kopiko Focus