Waka Coffee Aims to Change Minds About Instant Coffee
Laura McQuarrie — August 4, 2020 — Lifestyle
References: wakacoffee & prnewswire
With its new instant coffee campaign, Waka Coffee is sharing its first-ever video ad and a mission to change consumers' perception of instant coffee. Although instant coffee is sometimes seen as low-quality and less desirable than a regularly prepared cup of coffee, the brand is out to change minds by emphasizing that its products are Loved Even by Coffee Connoisseurs.
The instant coffee campaign taps into the growing demand for instant coffee in the United States and it shows Court, played by Rafael Alejandro, as he goes through his daily coffee routine. Meticulous with his coffee, Court seems to be put a ton of time and devotion into his daily brew, only for it to be revealed that he's actually drinking instant.
Image Credit: Waka Coffee
The instant coffee campaign taps into the growing demand for instant coffee in the United States and it shows Court, played by Rafael Alejandro, as he goes through his daily coffee routine. Meticulous with his coffee, Court seems to be put a ton of time and devotion into his daily brew, only for it to be revealed that he's actually drinking instant.
Image Credit: Waka Coffee
Trend Themes
1. Instant Coffee Transformation - An opportunity for coffee industry players to innovate and reintroduce the redefined and high-quality instant coffee products to appeal to the growing demand.
2. Changing Perceptions of Instant Coffee - An opportunity for instant coffee players to create awareness and market instant coffee as a high-quality option loved even by coffee connoisseurs.
3. Video Marketing for Instant Coffee - An opportunity to tell the stories of instant coffee products, their unique value proposition, and the high quality of the products using creative video content.
Industry Implications
1. Coffee Industry - An opportunity for coffee chains and coffee shops to offer instant coffee as an option to cater to a growing demand for coffee on the go and at the workplace.
2. Food and Beverage Industry - An opportunity for food and beverage companies to create new product lines, investing in instant coffee products to provide a solution for busy, coffee-loving consumers.
3. Marketing Industry - A chance for marketing companies to develop innovative and creative video campaigns showcasing the benefits and high quality of instant coffee products that have been missed by many consumers.
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