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2016 SILVER

Respect The Bean

A little brand with a big challenge; Nabob held its ground against the latest big non-grocery power brand getting into coffee. Like global giant Starbucks and the ubiquitous Canadian icon Tims Hortons before it, McDonalds and its McCafe brand were set to put products onto grocery store shelves, making them a direct threat. Rather than play defense, Nabob went on the offense, re-establishing its brand POV and re-affirming loyalty. How? By taking aim at the absurdity of what coffee culture had become and asking its drinkers to Respect the Bean. And, do it with a cup of Nabob.

Brand: Nabob Coffee Company
Client: Kraft Canada Inc.
Agency: Ogilvy & Mather
Language: English