Can a coffee advertisement not be boring?
Coffee advertisements, no doubt, can be encountered quite frequently. But what makes them unique, impactful, and memorable? How can they stand out from the advertising noise?
Everyone knows the well-established clichés: „The coffee beans are roasting, the coffee is being brewed, the last drop of brewed coffee drips into the cup, a beautiful woman or charming man senses its pleasant aroma, and takes a sip with delight, then sensually indicates that it is indeed very delicious.” Alongside advertisements, something else is needed, something extra. Because every coffee – at least according to the advertisements – knows the magnificent aroma and heavenly flavor harmony „by default.”.
So what is it that allows a coffee advertisement or a brand to stand out? What can embed itself in people's minds? Innovative ideas that differ from the usual. I'm primarily thinking of George Clooney, short storytelling, and Nespresso. It was a good move. Here, it is primarily about brand-building strategy and a loyal brand ambassador who has been working with Nespresso for years, plus the guy is known worldwide (half of them are even crazy about him). This is on a large, global scale.
But we also have something similar! We have our Scherer Péter, and we have our Pamela! Or our Paloma!?
The Paloma coffee brand has received minimal marketing support in the past few years; we haven't really encountered any campaigns that would promote the brand. The brand is owned by Jacobs Douwe Egberts HU Zrt., along with brands like Karaván and Omnia. The brand awareness of these brands was higher at the launch of the Paloma marketing campaign in 2018. This was when the advertisement arrived, which has since introduced the brand to many.
The advertisement is built on a funny moment from a soap opera shoot, where the main character – played by Scherer Péter (or rather, he is not „playing” but being himself) – fluffs his lines while trying to confess his love to his chosen one. However, instead of the lady's name, the actor's tongue only longs for Paloma.
The goal was to create an advertisement that is easily distinguishable from competitors while initiating communication that establishes the brand's image. Since the Paloma customer community primarily consists of middle-aged or older female consumers, the campaign's goal was, among other things, to reach out to a younger community. With this humorous, relaxed, and simple campaign, they aimed to connect with the younger, urban community. To ensure success, they also filmed three additional short films resembling improvisational scenes shot with a handheld camera alongside the advertisement.
Lovable because it is simple.
The most important message is to introduce the brand itself. It doesn't want to "force down the viewer's throat" anything more. What does it want? For you to get to know the brand and to know that Paloma exists. For it to embed itself in your mind. Has it worked? Yes!
Lovable because it is short.
Yes, it is important. Anyone only watches a long advertisement in very justified cases. Those who like it will find the other three short films made for the campaign anyway.
Lovable because it is familiar.
People sympathize with what is familiar to them. Scherer Péter's name and the lovable characters he has portrayed are familiar to everyone in Hungary today.
Lovable because it is a gag.
Pepe's character is so good that a better lead could not have been found even if searched for. The question arises whether they were looking for Scherer for the film, or if they made the film for Scherer’s character? He is not playing a role; he is like this. The film is perfect situational comedy. Relaxed, humorous – and not boring at all.
Client: Jacobs Douwe Egberts HU Zrt.
Marketing manager: Tamás Baranyay
Brand manager: Zsófia Timkó-Lautner
Advertising Agency: Human Telex Advertising & Event
Media Agency: Havas Media
