Coffee Shot is a well known ready-to-drink iced coffee in Israel. That has a lot to do with advertising by BBR Saatchi & Saatchi that people can’t help but 1. notice and 2. remember.
Elite Coffee Shot has just launched a caffeine packed small-bottle coffee drink. So BBR Saatchi & Saatchi decided to demonstrate the product’s caffeine boost by targeting morning commuters.
The agency’s creatives worked out (perhaps by experience) that most people drive to work in a state of semi-consciousness but usually turn on the radio all the same. They decided that these would be the people who’d benefit most from drinking Coffee Shot.
“We decided to take advantage of that. We took over a few commercial radio breaks and aired sleepy versions of well-known hard sale radio spots prior to the original ones for a whole month.”
Creative credits:
Advertising agency: BBR Saatchi & Saatchi
Chief executive officer: Yossi Lubaton
Executive creative director: Nadav Pressman
Creative director: Eran Nir
Copywriters: Tomer Gidron & Eran (Shushu) Spanier
Art director: Aia Bechor Kujnitzky
Production: Dorit Gvili
Creative Case Writer: Eva Hasson
Producer: Odelia Nachmias
Strategic planning: Shai Nissenboim
