This is the story of a German coffee brand entering China’s Market.
Well this video explain things better than me
REJUVENATING A COFFEE LEGEND
Melitta has been a family-owned, global coffee brand since 1908. Melitta identified China as a high potential market, and required a precise brand positioning to further gain shares of a highly competitive and innovative market.
We first conducted social media listening, e-commerce data analysis, and qualitative consumers workshop to verify and localise the brand and launch the brand activiation.
Moodboard
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Color Palette
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Moodboard • Color Palette •
BRANDING
We set guidelines for:
•brand identity
•design usage
•and application for marketing communication
We designed it to reflect the company's value and adapt semiotic with the audience in mind.
SOCIAL MEDIA MANAGEMENT
We increase brand awareness and gain social media fans and audiences through different types of contents. Through brand IP (Red Mug) and brand identity, Melitta attracted a lot of young audience on the red (Over 2000 collections).
TVC
In preparation of a nationwide campaign, we conceptualized and executed a TVC.
Following our TVC, we launched a Yangtze Delta-focused (where the majority of our audience is) campaign. We revamp all KOL images so that they match the aesthetic of our video, creating continuity between all touch points.
Offline events
Melitta is the official coffee provider of Manchester United. We executed a series of online and offline campaigns to promoted Melitta’s Glory Blend Drip Coffee (Collaboration with Manchester United)
New Product Launches
Dragon Year Special
This product launches at the end of 2023, celebrating the CN New year of Dragon. Goes viral through social media and live-streaming on TikTok.
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Combining Chinese red and Melitta red, this product gives a lucky drink to the consumers.
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AI generated Chinese traditional drawing style dragon on a minimalistic textured packaging.
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Through KOL pushes and livestreams on Red and TikTok, the dragon year special soon became a great choice for CN new year gifts for younger friends.
