Man with guitar throws roses to balcony while singing a Love song. Woman closes the door.
Filosofia
The creative strategy is building the idea of irresistibilty of the moments of relaxation with Douwe Egberts. These moments are so strong and intensive that once you have it you won´t let anything to disturb it.
Problema
Relaxation is one of the key motivators in the coffee category. Douwe Egberts is positioned as coffee for a moments of comfort in a long term perspective. However, the Czech coffee market is quite cluttered and the local brands are quite significant players. Therefore, the role of advertising is very importortant to generate the top of mind awareness and to build the sympathy towards the brand which consequently leads to the purchase decision in favour of particular brand.