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, punning, 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:
"The Coffee" is packed tightly to preserve its freshness and coffee. Just the kind of thing you want to do when you see a cute boy."
Results:
Winner of Kateigaho's Readers Choice Award for 3 years running.
