In order to serve a peaceful cup of coffee in a stressful world, Merrild coffee turned things upside down. Imagine if one of the main culprits, your smartphone, could create peace and quiet?

We decided to serve an uninterrupted reading experience to accompany your freshly brewed coffee

In collaboration with one of Denmark’s leading authors, we published the first e-book that can only be read when your phone is in Flight Mode.

We built a smarthpone app called “The Slow Down app”. In the app, we added an e-book by one of Denmark’s leading authors. But there was a catch: You could only read the book when your smartphone was in Flight Mode.

We launched the app during a mass media campaign about coffee and books and used blogs and PR to hype the idea.

Our mission spread on social media and in the press, and the app was recommended on national TV in a segment about “apps against stress”. Merrild coffee succeeded in giving the Danes something that advertisers never offer: Peace and quiet.