Death Wish Coffee Campaign
In my strategic writing and design course, I worked as an account executive with a creative team to create and execute a multimedia integrated mock campaign. Our objective was to build awareness of Death Wish Coffee's products for U.S. consumers, and particularly, consumers ages 18 to 24. This campaign exclusively targeted the Youth and Young Adult (YAYA) market.
Creative Brief
Communication Objective: We wanted to build awareness of Death Wish Coffee Company among the YAYA market by creating a campaign that spotlights the brand and its unique selling proposition of the “world’s strongest coffee,” which has double the strength of an average cup of coffee; the campaign will inform consumers of the highly-caffeinated, eco-friendly coffee products that will help them accomplish their daily goals.
Target Audience: This campaign will be aimed exclusively at potential Death Wish Coffee customers in the U.S. market. The primary target will be segments of our customer database: the YAYA market, male and female, 18 to 24 years old. In particular, the target market will be aimed at college students who may overlap with the Generation Z and millennial age demographic.
Key Insights: Consumers in the target audience tend to be ambitious, open-minded and receptive. Generation Z consumers expect social responsibility and innovation from companies, whereas millennials have high standards for customer experience and service. Millennials are also significant trendsetters. Young college students consume caffeine for numerous reasons, which include to enhance concentration, feel awake, increase energy, boost mood and relieve stress.
Main Idea: For coffee enthusiasts and energy seekers, Death Wish Coffee makes the strongest coffee to help consumers accomplish their tasks. Our main idea influenced our main message, "High goals require high energy."
Target Audience: This campaign will be aimed exclusively at potential Death Wish Coffee customers in the U.S. market. The primary target will be segments of our customer database: the YAYA market, male and female, 18 to 24 years old. In particular, the target market will be aimed at college students who may overlap with the Generation Z and millennial age demographic.
Key Insights: Consumers in the target audience tend to be ambitious, open-minded and receptive. Generation Z consumers expect social responsibility and innovation from companies, whereas millennials have high standards for customer experience and service. Millennials are also significant trendsetters. Young college students consume caffeine for numerous reasons, which include to enhance concentration, feel awake, increase energy, boost mood and relieve stress.
Main Idea: For coffee enthusiasts and energy seekers, Death Wish Coffee makes the strongest coffee to help consumers accomplish their tasks. Our main idea influenced our main message, "High goals require high energy."
Print Advertisement
For our print advertisement, we wanted to appeal to our target's interests while depicting and conveying our big idea of "High goals require high energy." Our research showed that the YAYA market is goal-oriented, and the target audience also prefers easily prepared or ready-to-drink coffees. Hence, we focused our advertisement on the aspect of ambition while incorporating the market's coffee preferences. Our headline embodies our message, and our copy depicts the brand's unique selling proposition and competitive advantage.
Out-of-Home Advertisement
Out-of-home advertising is an effective method for interacting with consumers in distinct locations. For this reason, we strove to create an out-of-home advertisement that encapsulated the brand and our objective. Since YAYAs are dependent on the lifestyle of instant gratification and convenience, we wanted to incorporate the market's wants and needs into our advertisement. The Death Wish Coffee truck would travel to university campuses around the nation to build brand awareness. Consumers could also interact with the bone bench and skeleton by taking photos and sharing them via their digital devices. Consumers could scan a QR code on their phones at the bench, which would give them a coupon for a free cup of the brand's coffee. Consumers could instantly redeem their coffee at the truck for instant gratification, as well as buy other products at the truck.
Social Media
Our social media strategy focused on interactivity and engagement. YAYAs are digital enthusiasts, and Instagram has been the most used social networking site for college students. With this research in mind, we created a simplistic, visually-appealing advertisement that aligned with our message. Since YAYAs seek brand engagement, we created an opportunity for engagement by creating a chance for them to win a year’s supply of free coffee. Next, we created a cohesive feed that visualized our concept while highlighting our corresponding advertisements.
Presentation
Here is a condensed version of my team's 7-minute presentation.