APPEAL TO THE MODERN COFFEE DRINKER___
Melitta has been perfecting the coffee craft for over 100 years. But as a brand steeped in rich history, they were struggling to separate themselves from the association with “your grandmother’s coffee brand.” They needed a brand refresh to appeal to the younger, millennial audience and a strategy to better reach their target audience on digital platforms.
OWN MELITTA’S HISTORY___
Co-founder Melitta Bentz invented the Pour-Over™ coffee brewing method in 1908.So when cafés and coffeehouses began offering pour-over as a premium option, we jumped on the opportunity to share a piece of Melitta’s history and own this superior brewing method. With a refreshed brand look, a distinct tone of voice and updated social media visuals, we overhauled Melitta’s key social channels in Canada to connect with millennials and position Melitta as a modern coffee brand.
A TRUE CAFFEINE CONTENDER___
By giving Melitta a much-needed facelift, we positioned them alongside some of the newer small-batch brands millennials have fallen in love with. Substantial spikes in social engagement and the successful launch of Melitta’s e-commerce site showed that Canadians were on board with skipping the drive-thru to brew a better cup of coffee at home.