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Kenco Rappor moves to target young adults.(instant coffee campaign by Kraft Foods)
Kraft Foods has set its sights on a new market with a pounds 3.5 million national campaign for Kenco Rappor, intended to push the instant coffee brand into the youth sector.
The campaign, through J. Walter Thompson, moves away from the brand's previous 'be real' theme, which focused on the aroma and quality of the product. The new youth-oriented work will adopt a 'Live now. Sleep later' theme, encapsulated in a new strapline.
Kraft's move into the youth market alongside its core older demographic follows research by the company into the coffee-drinking habits of people aged 18 to 24.The new campaign reflects the role of instant coffee in keeping the under-25 age group awake.
The 30-second spot 'eyeful' features two lads travelling across the Arizona desert on a Greyhound bus. One of them is sleeping, while the other gazes out of the window at the barren landscape. Suddenly, out of nowhere, a convertible passes with three young women in it. One of them lifts her top to flash her breasts.
Hoping to share the event, he is disappointed to find his friend has missed it because he was sleeping. The endline: 'Live now. Sleep later' appears with a final product shot.
A press campaign will extend ...
- UG Jar for Kenco Rappor.
- Magazine article from: Food Trade Review December 1, 1999 700+ words
...distinctive proprietary jar for Kenco Rappor, a new coffee range launched...Kenco Coffee Company. Kenco Rappor is positioned as an everyday instant coffee to rival the current mainstream...label panel, enabling Kenco Rappor to utilize a 'billboard...
- Hot beverages: promotions lift Tetley tea in a declining market while one-cup...
- Magazine article from: Grocer December 15, 2001 700+ words
...alternative trials at home. Nescafe instant coffee remains the top brand, although both...Original was repackaged in October. Kenco Rappor has continued to grow with new brand...33,535 21,213 -36.7 9 (9) Kenco Rappor instant 18,558 20,415 10.0 10...
- Big spend on Rappor. (Packs Promotions Products).(Kraft Foods marketing to...
- Magazine article from: Grocer March 16, 2002 700+ words
...is aiming to boost sales of its Kenco Rappor coffee range to consumers in their...Really Dark -- an extra-strong instant coffee aimed at men. Available from Monday...are really not catered for in the instant coffee market."
- Rappor helicopter alert. (Marketing).(Kenco Rappor to receive UKPd5 mil in...
- Magazine article from: Grocer Mowbray, Simon February 22, 2003 700+ words
Kenco Rappor is to be given a 5m [pounds sterling] round of backing, including...like something out of a Bond movie. Two million special jars of the instant coffee brand will go out to the trade early next month, of which five will...
- Kenco Rappor signs [pounds sterling]5m Channel 4/E4 sponsorship deal....
- Magazine article from: Marketing Week February 20, 2003 700+ words
Kenco Rappor, the coffee brand owned by Kraft Foods, has signed a [pounds sterling...sophisticated and contemporary audience and is a natural association with the Kenco Rappor brand. The strapline, "TV worth staying awake for", is a direct...
- Cash by helicopter. (Hot spots: a round-up of the hottest recent action in...
- Magazine article from: Grocer March 1, 2003 700+ words
* A 5m [pounds sterling] marketing budget for Kraft's Kenco Rappor coffee will include a Bond-esque promotion featuring tracking devices in two special jars. * The main winner will have their...
- More sticks from Kenco.(Kraft Foods introduces instant coffee)(Brief Article)
- Magazine article from: Grocer July 28, 2001 700+ words
...Kraft says that 225,000 Kenco Rappor stick packs were sold in...bring new users into the instant coffee category. In addition, it says the brand Kenco Rappor has gained 5% share of the instant coffee category "exceeding all...
- Hot beverages: tea has stirred the market by overtaking instant coffee to take...
- Magazine article from: Grocer December 14, 2002 700+ words
...decline in value as sales of instant coffee have fallen. Instant coffee has been overtaken by tea...19,966 -9.2 9 (9) Kenco Rappor 20,453 18,987 -7...11 (11) Douwe Egberts instant coffee 15,693 17,346 10...