THE CHALLENGE
8 Bar Iced Coffee was a new, ready-to-drink iced coffee challenger brand. This campaign was designed to help the product stand out in a saturated and busy market.
Incumbent brands were undifferentiated, and were battling fiercely for the ‘bloke brick’ consumer (blue collar Australians looking for a sugary coffee energy hit in a big bottle or carton).
8 Bar brought a breath of fresh air to the category by appealing to a whole new audience of white-collar coffee lovers. Developed to ensure a cafe-quality flavour profile, it is made with real espresso - unlike major competitors.
THE WORK
We set out to showcase the unique packaging format, knowing that on shelf recognition is crucial for driving in-store sales. We also wanted to highlight the inclusion of real espresso, a meaningful differentiator.
As well as this, we aimed to place 8 Bar Iced Coffee alongside iconic, Australian cafe culture - where we knew it belonged.
To ensure the campaign achieved maximum efficiency, we created a suite of assets that accounted for the nuances of each platform, as well as the behaviours of consumers.
The creative needed to be instantly attention-grabbing - to stop scrolling thumbs on Facebook and Instagram; quick to communicate - delivering our key message in five seconds; and successful without sound.
The final creative was a visually arresting, slightly-dark but humorous narrative showing the heartbreak you’ll cause when you break it to your regular barista you’ve ditched him for the convenience of 8 Bar Iced Coffee.
We developed a 15-second key edit, which spearheaded the campaign to achieve mass reach across both social and YouTube. This edit was developed to reach a mass audience and introduce 8 Bar Iced Coffee.
This was followed by multiple 6-second edits which built on the initial narrative, shown to audience viewers that had watched the core edit using targeting techniques across both social and YouTube. This helped achieve frequency without causing wear-out.