Cannes Lions

CARTE NOIRE

ARC UK, London / KRAFT / 2012

Film
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Overview

Entries

Credits

Overview

Execution

The challenge was to identify and create me-time occasions where we could get the target audience to sample the coffee.

We developed a haven of calm for women in shopping centres and exhibitions by creating a stand where attractive male waiters seated them in velvety, black chairs and served them with a perfect cup of Carte Noire, asking "How do you like your coffee?” The women sat back and watched silent performers on a stage, headphones playing the soundtrack of the performance cutting out all background noise. Back-to-back stages gave the women a choice of their perfect me-time scenario.

Outcome

Careful selection of venues delivered 1.1m opportunities to see our activity.87,000 cups of Carte Noire coffee were served at exhibitions, shopping centres and store fronts. Additionally, 120,000 samples / cups were served at Toni & Guy hairdressersThe ECRM campaign achieved an above average 27% open rate(Source: Internal metrics)In total:130,000 new households tried the brand, growing brand penetration to 7.7%.Brand consideration increased from 14% to 16%, ‘me-time coffee,’ ‘a brand you can enjoy every day’ and ‘great-tasting coffee’ measures are all up on the previous year. (Source: IPSOS)

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