Celebrate the collision of ideas
Background
Parle Agro is a beverage and snack major, which has birthed and grown many iconic Indian brands. Part of Parle Agro’s success lies in its bold approach of introducing fresh ideas to the market, rather than going for the safe and the tested.
Café Cuba is a brand launched in the carbonated soft drink space, and true to its pedigree, it comes with new news.
Challenge
Café Cuba offers a fresh taste, one that brings together coffee and fizz. The brand has already managed to create a loyal following amongst those who have tried it. The task is – how do we get more people to give it a try?
One problem that ‘new’ often faces, is that it is seen from the lens of the old. So coffee purists slot Café Cuba with coffee and cola people make it sit next to a cola. Which is unfair to Café Cuba, because it is neither and it is both.
It is, as they say, a category of its own.
So the question is – how do we make more people try it for what it is, a new taste that brings two of the most interesting ideas in the world – coffee and cola, together? How can we create a different context for Café Cuba, different from the coffee and cola culture?
Audience
Café Cuba is not aimed at the purists or people who are closed to new ideas. It is aimed at an audience who seek new, interesting things. This would mean a lot of younger audience, but it can also include others, who have a similar mindset.
This audience does not have a rigid definition of things, and are quite comfortable with the idea of ‘mixing’. In fact, they patronize hybrids, relish transforming the existing into something new and exciting. Mashups, alcopops, etc. are all phenomena that point to this culture.
Considerations
Celebrate the magic that happens when great ideas collide.
At the core of Café Cuba is a belief – incredible things are born when good ideas are mixed together. Bring alive this belief. Demonstrate the power of mixing ideas. And put Café Cuba at the center of it all.
Deliverables
A campaign/application made for the digital medium, which establishes the idea single-mindedly. Any platform can be explored, as long as it leverages the medium.
It should be engaging enough to travel on its own.
The idea – ‘The magic that happens when great ideas collide’, is the focus and not the brand, but the connect with the brand should be intuitively and simply established. Café Cuba should be seen as championing the thought.
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