Playing off of their tagline "It's you only better," Elite Turkish Coffee brings the story of Yosef, who tried twice to plan the perfect wedding proposal, but failed each time. He figured there was no way he was going to fail the third time. So he punked his finance Orit to get her to the perfect proposal space. He had his friends dress him up like an old man and pretend to have an accident. Orit, who works as an EMT, sat with him in the ambulance as they road off to the hospital. A couple of concocted stories about a messed up tire later, and Orit finds herself outside in some decked out space, while an old man proposes to her. She quickly realizes of course who it is and it's love ever after. This by the way was all based on the strategy that Elite Turkish coffee is a well-known and much loved brand, but not among younger people who were turning to fancy lattes and such. The younger audience who did like Elite all shared a common trait: they're the good guys. The ones who are there to pick you up in the middle of the night when your car breaks down, or to help your wedding proposal go off without a hitch.
I think it pays off the "you, only better" tagline nicely.

Client: Strauss Group – Elite Turkish Coffee Advertising Agency: BBR Saatchi & Saatchi CEO: Yossi Lubaton VP-Creative Director: Eran Nir Copywriter: Lior Shoham & Liron Cohen Art- Director: Carmel Gilan Digital Creative Director: Maayan Dar VP-Strategic Planning: Shai Nissenboim Planning Supervisor: Roni Arison Planning: Roie Gortler VP-Group Account Head: Idit Zukerman Account Supervisor: Reni Bracha Account executive: Mor Aharon VP Production & Content: Dorit Gvili Production: Bosmat Marmarely Social & Digital Director: Idan Kligerman Social Media Editor: Aviv Melamed Traffic: Ronit Doanis Post Production: Broadcast Makeup Artist: Liat Sheinin Director: Guy Michael Production company: Jiminy Creative

Comments (1)

  • Dabitch's picture

    Interesting strategy. It seems far-fetched at first but I can see how a 'classic' coffee can run with this propostion (and how it may work better in a language other than English). Coffees overall have new and interesting strategies, remember the Prima Café campaign reminding people how it was under communist occupation with Grandfather, Choir and Wrestler reaching out to the foreign friend who sent them coffee?

    Coffee is a heavy feels category, all I'm saying.

    Jan 11, 2016

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kidsleepy 17 year copywriter, now CD, who has worked in many cities including Pittsburgh, New York, Atlanta, Montreal and currently Los Angeles. I snark because I care. I ain't complainin' I'm just tellin' it like it is.