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
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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.
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