Alpine Start

3-Stage Marketing Campaign

OVERVIEW

Challenge

Alpine Start Coffee needs a campaign that extends across all media to promote its instant coffee.

Goal

Market Alpine Start premium instant coffee in a new way that is engaging and entertaining. To increase brand awareness and ultimately increase product sales.

Approach

I develop a three-stage advertising campaign called “Head Start” and approach instant coffee in a fun, indirect way that appeals to their active millennial target audience.

We all know what coffee can do – the energy that’s uncovered after drinking a cup and the “awake” feeling it brings those who drink it.

My approach appreciates that the audience already knows these things. Instead of stating the obvious, I play with these ideas and make the entire campaign an entertaining and relatable storyline from print to digital, across all mediums.

Experiential Marketing Materials:

Kiosks
Travelling Bus
Bicycle Street Teams
Trail tents
Face cut-out
Social Media Contests
Merchandise and Giveaways

The experiential elements focus on the target audience and brings them coffee where and when they need it (in strategic locations, i.e. University / College campus, outside a gym or at the end of a trail).

Execution

Print Campaign:

Includes two versions, one with a group of characters in various settings and the other focusing on individual characters – a male cheetah and a female cheetah.

The Storyboards:

Three storyboards are created for non-skippable YouTube ads. The short videos start and end in a similar fashion to maintain consistency. The stories are crafted specifically with the target audience in mind.