MARKETING   |   POSTED ON 20.08.2013

A brand strategy to engage even sleepy customers

If you’re trying to think of new ideas for the brand strategy of your product or service, here is a novel way of engaging with a customer while linking the product to a need… Feeling tired? Try our coffee! It may take the user a bit of time to work it out, but when they do, the brand association of their coffee linked to more energy, becomes stronger and memorable.

As part of the Bye Bye Red Eye advertising campaign by Douwe Egbert, a coffee machine was placed in South Africa’s International Airport. But it was not a conventional one… it didn’t accept cash and only served coffee to those who figured that they had to yawn to earn their free coffee.

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