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Bulletproof helps Kenco re-launch range…
This July, Kenco will launch new packaging throughout the UK, communicating the relationship between Kenco and the Rainforest Alliance, part of Kenco’s journey towards a more sustainable positioning.
The Rainforest Alliance is an international environment organisation that works with farmers to guide them towards sustainability. At least 75% of Kenco’s great tasting, quality beans have been sourced from farms where workers are well cared for and the environment is protected.
By 2010, Kenco is aiming for all of their coffees to be ethically sourced from Rainforest Alliance Certified™ farms. This is the biggest launch for Kenco since Freeze-Dried instant was launched in 1987, and will make Kenco the first major coffee brand to convert to ethical sourcing in the UK.
Briefed in August 2007, Bulletproof worked with the Kraft team to unearth and explore creative platforms and strategies in which to launch this ethical message, whilst ensuring Kenco’s premium mainstream positioning was maintained. The solution was in evolving the story of Kenco’s sun and beans equities, created by Bulletproof in 2005, to bring the story closer to the land expressing Kenco’s dedication to the coffee growing community, and ultimately linking to the Rainforest Alliance Certified™ programme.
A stylised, highly realistic illustration of a lush coffee plantation with a backdrop of a mountainous landscape was created, showing a farmer surveying the land. The proximity of the Rainforest Alliance Certified™ seal to the Kenco logo reflects the importance of the announcement in enhancing brand image.
Kraft is spending over £7M on the launch, to include a new exciting ATL campaign. The addition of a bespoke launch device created by Bulletproof will be in store in September to further promote the news, as well as new shelf ready packaging, creating a kit of parts that collectively strengthens the campaign message.
Malcolm Hett, Senior Brand Manager at Kraft Foods UK, comments. “We have a unique opportunity to make a real difference to coffee growing communities, deliver against a growing consumer trend and also build on Kenco’s brand heritage of coffee expertise. From a design perspective it has been a fascinating challenge to deliver both unmissable new news at the same time as letting consumers know their quality Kenco coffee is still the best they can buy. By defining and exploring a broad stretch of potential territories and taking a lead from consumer research, Bulletproof have delivered a result we are confident consumers will be both surprised and reassured by."
