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2016 SILVER
2016 SILVER
Rebooting Kenco by giving young Hondurans a way out of gang life
Kenco had been differentiated through its ethics for many years, and this had fuelled significant, profitable growth. But as the market grew more competitive, and what had been our crucial point of difference became a hygiene factor our sales stagnated. To reverse the brand's fortunes, we went back to its core values and launched a radical one-year mentoring and training scheme to give young Hondurans a route out of inevitable gang-life. In doing so we helped rebuild Kenco's ethical credentials, increasing value sales by over 11% and yielding a very respectable ROMI of 1:1.58.
Brand:
Kenco
Client:
Jacobs Douwe Egberts
Agency:
JWT
Language:
English
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