written by
Oliver Dietrich
Oliver Dietrich
Oli‘s Creative Verdict
2019-08-20

Campaign: Taylors of Harrogate

Campaign: Taylors of Harrogate

Every month Oliver Dietrich offers his feedback on recent marketing campaigns and what start-ups, new brands and companies planning TV campaigns can learn. Today we shine the spotlight on a question that often arises when discussing start-ups and their innovations, products and services: why hasn’t anyone thought of this before?

The spot:

Taylors of Harrogate – Why didn’t we think of this before?

Platforms:

Social media, online and TV.

Learnings:

A market driven by innovation requires innovative products and innovative campaigns.
Brands that focus their marketing campaigns on the needs of the consumer and not just the product itself, are usually right.
Creativity is the key to innovation and ultimately leads to success.

Background:

The coffee industry is changing. How? New technologies, new machines, new systems, capsules, pods, more capsules, more pods and now: bags. Yep. Bags. Just like tea.

Objective:

It’s one novelty and one innovation after the other in the wonderful world of coffee and the many ways it can be enjoyed. The customer is exhausted, asking over and over again “what makes this product a real innovation?”

Execution:

The campaign answers that exact question – amusingly and with a wink. At first glance, coffee in bags doesn’t seem to be a groundbreaking innovation and especially not for England’s youth. Why hasn’t anyone thought of this before? This campaign provides the answer – you’ll see.

Oli’s Verdict: Hot or Not?

This certainly isn’t a cold cup of coffee, it’s steaming hot! It demonstrates the creative use of a relevant insight in a market that is constantly changing. Raise the mugs! Dunk the bags!

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