PROBLEM: Declining sales of Premium coffee.
SOLUTION: We started off by renaming “Premium” to a more current vernacular “Reserve” and focused on the unique origins known for harvesting the best coffee beans in the world.
We created all new labels to distinguish them from the core line of coffee by printing on embossed paper in unique shapes with perforated edges. Hand applied band at the top of each bag elevated the shelf presence.
We followed up with a stronger, cohesive digital presence in all social channels.
Sales of Reserve Coffee rose 8% hitting benchmarks for all stores.