The brief set by YCN was to develop a creative campaign, new product, new packaging or communications idea for Douwe Egberts in the UK to appeal to younger consumers, to increase their awareness of the Douwe Egberts brand.

Working in collaboration with my colleague Abbi our first thought lent towards a product that involves a syrup and liquid coffee similar to that of camp coffee but with a twist. However we decided this would not come across to the target audience as being the desirable product they would want. This was supported by our audience questionnaire, where we found what campaigns and products would be of particular interest to our demographic.

As a result of our questionnaire we came up with the product. A coffee hangover kit. The kit would include a collectable mug, a sachet of Douwe Egberts coffee and a sachet of flavoured syrup, all of which were separate products intially, but came together to create the kit. There are four variants of this kit simply because of the four initial, different flavours we have created. They were caramel, cinnamon, ginger and hazelnut.

Myself and Abbi thought this kit would appeal to the intended audience, because it is unique and oriented towards the younger demographic. Coffee syrups are currently, quite popular so we thought this idea would attract such an audience.

The idea behind the campaign was to communicate the hangover kit in a minamalistic, contemporary way (as required by the brief). So we chose to create a four poster campaign that would exemplify each of the four flavoured syrups and the collectable mugs that came in the kit.

Our colour scheme originated from the deep reds found in other Douwe Egbert products. We thought this colour approach would convey their heritage and would effectively help associate our campaign with the Douwe Egberts coffee brand, making it more recognisable by those who viewed it.