Through strategic audience targeting and emotionally resonant storytelling, Emmi Caffè Latte transformed market challenges into category leadership by driving purchase intent with a precision-crafted, multi-channel campaign.
Challenge
In a saturated ready-to-drink coffee market characterised by economic pressures and limited brand differentiation, Emmi Caffè Latte (ECL) faced critical strategic obstacles:
Minimal brand affinity among younger consumers
Budget constraints limiting media visibility
Need to establish emotional connection in a competitive landscape
Solution
We engineered a precision-targeted "That Deserves an Emmi" campaign designed to:
Pivot from Gen Z to overlooked Millennial 35+ demographic
Position ECL as a "Day Maker" brand celebrating everyday achievements
Deploy a multi-channel strategy maximizing limited resources
Create authentic, emotionally resonant brand messaging
Effectiveness
+80% purchase intent increase
+350% brand penetration in target areas
+21% brand familiarity increase
+10% brand awareness increase
Top 3 ready-to-drink coffee brands
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