Challenge
Our client approached us with a bold but tricky proposition: they wanted to elevate a coffee brand that, due to its intricate process, premium ingredients, and the remote location where the beans were sourced, came with a high cost of production.
They were determined not to compromise on quality or their margins, meaning they couldn’t lower the price.
The challenge was clear: how could they convince people to experience a coffee that wasn’t for everyone, given its premium pricing and limited distribution? They didn’t want to water down their product or brand just to appeal to the masses.
Solution
We knew immediately that the answer wasn’t about convincing people—it was about embracing what made the coffee truly special. Instead of shying away from the exclusivity, we leaned into it.
Our first step was suggesting a name change that was unapologetically honest and true to the brand’s core: F*cking Delicious & Expensive Coffee
It was a name that didn’t try to hide its premium nature but rather owned it fully.
With that name in place, the concept flowed naturally: "Proudly not available at your nearest store."
This statement perfectly captured the brand's exclusivity and positioned it as something extraordinary—an experience meant for those who truly appreciate the finer things in life.
We then crafted an OOH campaign that embraced this spirit of exclusivity. The messaging was sharp, direct, and resonated with an audience that doesn’t settle for average. Insights were pulled from the desires of those who seek out the unique and want brands that speak directly to them.
The result was a campaign that not only positioned the coffee as premium but created a sense of belonging for those who understood the brand’s value—making it not just coffee, but a statement.
Timeline
From initial briefing to fully executed project (including rounds of revisions): 4 weeks.
Package(s) Used
Basic Foundations Package ┃ Campaign Essentials Package
Zags 2024