The brand: Douwe Egberts
Target market: Coffee drinkers looking for a quick solution to quality coffee.
Positioning: Instant, filter, bean and pod options for quick, convenient and good quality coffee. Sold in grocery stores and in collaboration with a variety of coffee shops and restaurants.
Competitors: Nescafe; Jacobs; Chicory
Key insight: Coffee has become something impersonal, rushed and over looked. No longer is it something to be enjoyed and savored - this may be due to the fact that the meaningfulness and personalisation of coffee has been disregarded. Furthermore, Douwe Egberts has been minimally marketed in South Africa, thus contributing to decrease in a meaningful and personal coffee experience.
Key message: It’s more than just coffee, enjoy it.
Concept: RELISH.
