Client:
Pasco (by Shikishima Bread)
Product:
Line of individually packed, airtight bags of coffee in five flavors "The Coffee"
Purpose:
Create brand awareness/capitalize on strength of the national brand (of breads) for a minor product line (coffee).
Concept:
A series of short, fun, rhythmical copy (lymeric-like fashion) reflecting the characteristics of the product, the newly launched brand name and the feelings and lifestyle of young professional women (target).
Copy:
"For the three hardships (sleepiness, cold, exhaustion): three effective countermeasures (hotness, freshness, flavor) of Pasco "The Coffee!". How about it?"
Results:
Winner of Kateigaho's Readers Choice Award for 3 years running.
