Italy’s premier coffee brand asked my team to launch their first new product in over 30 years: illy Monoarabica. We created impactful creative that allowed illy to connect with an American audience by engaging the spirit of adventure that lies within illy drinkers. We did so with 3 little words: Explore. Discover. Delight.
The campaign went on to help illy increase awareness, drive purchases and ultimately increase sales beyond illy's expectations.
My responsibilities: Platform Creation, Art Direction, Copywriting, Packaging & Promotion Development
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.
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.
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.