Frövi Coffee Marketing
Anton M. Steeman — March 2, 2008 — Marketing
An eco-friendly packaging for a fair trade product. This personal mail campaign consists of a black envelope with samples of "fair coffee" and a coffee filter which can be constructed from the card.
In this era of electronic communication setting up and executing a direct mailing campaign is quite a challenge, but might be very successful if the presentation is a perfect picture.
Since 1994 Korsnäs, a card board manufacturer in Sweden organizes award-winning packaging design competitions in several European countries. It started in Spain and the UK. In 2006 Germany got its first competition and in 2007 followed by France in collaboration with the University of Reims. This year the French competition had the luxury packaging as theme. The first prize, however, did not go to the most eye-catching design but to the perfect example of intelligent design for creative marketing: an effective direct mail campaign, standing out from the crowd and using resources sparingly and efficiently.
The design was a hand-addressed black envelope containing three samples of third world coffee, intended to attract retailers to test the “fair trade coffee†quality. With the samples comes a disposable in-the-cup coffee maker, which can be separated from the card board. An interactive marketing concept which inevitably activates the recipient to respond, to brew his cup of coffee immediately by tearing some parts from the cardboard envelope and construct a coffee filter which can be placed above a cup. A perfect design to stimulate experimenting the sent "Fair Trade" coffee.
The card board folded envelope is made from Frövi White carton board, in this case printed in deep black. The special colour of the envelope, the “hand-written†address in gold print and the “official†seal is more than sufficient to attract the attention of the recipient.
The students Adrien Rambaud and Rudy Martinez of the University of Reims, designers of the winning entry took a look at how society will be in 2017 and how our lifestyles will change. “English will become much more important. Even the French have to understand this...Capitalism and globalisation will increase and no-one can do a thing about it. Communism will be dead. Even China wants to forget about Mao. The environment will be the biggest topic of conversation other than sex, food, music and politics, and fair trade has to change its concept. Otherwise third-world producers of cotton, cacao, rice, bananas and coffee will be even poorer than they are today.â€
The designers themselves set the trend with this “blackmailing†campaign.
In this era of electronic communication setting up and executing a direct mailing campaign is quite a challenge, but might be very successful if the presentation is a perfect picture.
Since 1994 Korsnäs, a card board manufacturer in Sweden organizes award-winning packaging design competitions in several European countries. It started in Spain and the UK. In 2006 Germany got its first competition and in 2007 followed by France in collaboration with the University of Reims. This year the French competition had the luxury packaging as theme. The first prize, however, did not go to the most eye-catching design but to the perfect example of intelligent design for creative marketing: an effective direct mail campaign, standing out from the crowd and using resources sparingly and efficiently.
The design was a hand-addressed black envelope containing three samples of third world coffee, intended to attract retailers to test the “fair trade coffee†quality. With the samples comes a disposable in-the-cup coffee maker, which can be separated from the card board. An interactive marketing concept which inevitably activates the recipient to respond, to brew his cup of coffee immediately by tearing some parts from the cardboard envelope and construct a coffee filter which can be placed above a cup. A perfect design to stimulate experimenting the sent "Fair Trade" coffee.
The card board folded envelope is made from Frövi White carton board, in this case printed in deep black. The special colour of the envelope, the “hand-written†address in gold print and the “official†seal is more than sufficient to attract the attention of the recipient.
The students Adrien Rambaud and Rudy Martinez of the University of Reims, designers of the winning entry took a look at how society will be in 2017 and how our lifestyles will change. “English will become much more important. Even the French have to understand this...Capitalism and globalisation will increase and no-one can do a thing about it. Communism will be dead. Even China wants to forget about Mao. The environment will be the biggest topic of conversation other than sex, food, music and politics, and fair trade has to change its concept. Otherwise third-world producers of cotton, cacao, rice, bananas and coffee will be even poorer than they are today.â€
The designers themselves set the trend with this “blackmailing†campaign.
Trend Themes
1. Eco-friendly Direct Mail Campaigns - Creating personal package designs with eco-friendly packaging and interactive marketing could be the next big trend in direct mail campaigns.
2. Intelligent Design for Creative Marketing - Integrating intelligent packaging designs that efficiently use resources and effectively attract and engage the target audience can be a disruptive innovation opportunity in marketing.
3. Fair Trade Product Packaging - Developing unique and attention-grabbing packaging designs for fair trade products could be a significant trend to improve customer engagement.
Industry Implications
1. Packaging and Cardboard Manufacturing - Companies in the packaging and cardboard manufacturing industry can explore opportunities to produce eco-friendly packaging materials for clever and engaging direct mail campaigns.
2. Coffee and Specialty Beverage Retailers - Retailers of coffee and other specialty beverages can leverage interactive packaging designs to promote fair trade products and increase customer engagement.
3. Marketing and Advertising - Incorporating intelligent design and creative packaging concepts can be an innovative approach for marketing and advertising agencies to differentiate their campaigns and attract more clients.
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