Business Challenge: Melitta has over 100 years in the coffee industry, but has very little brand recognition among Gen Z individuals. Melitta is seeking a campaign that will convince younger audiences that pour-overs are the way to ensure quality coffee.
Key Insight: Most people in the targeted demographic are always on the go, forcing them to spend money on competitors like Starbucks. Meanwhile, Melitta is considered too premium of a coffee at supermarkets, making them out of reach for younger audiences. How can the Melitta Pour-Over be represented in a way that commands attention, while also promoting the lifestyle of making your own coffee?
Big Idea: Melitta Pour-Overs allow users to create an experience out of their coffee, making it enjoyable, delicious and efficient.