Explore. Discover. Delight.
For the launch we created a new campaign for the brand: Explore. Discover. Delight.
The illy consumer is and avid collector of experiences. We developed a platform that allowed them to experience far off places and vibrant cultures. We helped them take a sip around the world.
illy Monoarabica: Explore. Discover. Delight.
In illy cafés, we created striking POS
We created sales support materials. These included a custom sales kit with tasting cards, a branded USB drive with product information, a unique product display box and a sales presentation to help compel retailers.
Digital & Displays
During the introductory period we created banner ads for targeted high traffic sites illy consumers visited. We also made a custom display that could stand out in crowded retail environments.
We activated our online evangelists with consistent branded content, expanding illy's awareness exponentially.
Lastly, we leveraged our relationship with celebrity chef Marcus Samuelsson. We were able to drive trial and purchases through events and cross-promotions by aligning retail promotions with his new book.