Cannes Lions

COFFEE

DUVAL GUILLAUME, Brussels / DOUWE EGBERTS / 2010

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Overview

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Credits

Overview

Description

Douwe Egberts noticed a decline in sales caused by less coffee consumption during breakfast. We showed people that not drinking coffee in the morning may cause a dyslectic way of speaking. To illustrate this we invented the word 'fokkie', a dyslective form of 'koffie'.

Thanks to the 3 year long ‘fokkie’ campaign for Douwe Egberts, ‘fokkie’, and its french equivalent ‘faké’, have become regularly used words. Time to make it offical.

Execution

Based on this strategy, Douwe Egberts launched the campaign 'A good conversation starts with Douwe Egberts'. To support this campaign, they created the 'conversation cup'. A coffee cup that helps you choose a conversation subject. Simply put your spoon in the cup and let it decide for you.

Outcome

The campaign led to a lot of heated conversations at the workplace and restaurants where they were distributed. They gave a great boost to the campaign 'A good conversation starts with Douwe Egberts'.

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