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IT’s ALWAYS time fOR coffee.

A campaign to secure counter space in the competitive landscape of home coffee brewing.

ASK:

Create a campaign for the Aeropress, a coffee-brewing device with a cult following.

PROBLEM.

Why does a cult product like the Aeropress need a campaign? Well, it’s not the only fan-favorite.

There’s a lot of competition in the world of coffee brewing, and the Aeropress is relying on basic product benefit comparisons to competitors — claiming it’s quicker, easier, and produces a smoother and better taste to appeal to coffee aficionados.

However, for those looking to graduate from their automatic brewers, the AeroPress doesn’t appear as intuitive as popular pour-overs like the Chemex and Hario V60, and the degree to which fans have “hacked” the brewing process is intimidating, discrediting Aeropress’s claims.

What can we say that rings true and resonates with those foraying into manually home brewing coffee?

Aeropress featured with a kitchen scale

Aeropress featured with a kitchen scale

Hario V60 pour-over featured with a gooseneck kettle

Hario V60 pour-over featured with a gooseneck kettle

Key Learning.

Serious coffee-lovers seriously invest for good coffee. They learn everything there is to know about the nuances of flavor, quality of different types of beans, and buy all the specialized equipment like electric gooseneck kettles, kitchen scales, and Burr grinders.

But it’ll take a while for that investment to pay off in superior taste.

Because manually-brewing coffee is a skill, much like riding a bike. And skill is only earned through hands-on practice.

Opportunity.

Designed by a Stanford professor and engineer (and the inventor of the award-winning Aerobie), the Aeropress has consistency built-in. It’s forgiving in a way pour-overs aren’t. You can experiment with all your coffee-related equipment and expensive beans with confidence, knowing each cup you produce will be good along your way to greatness.

Strategy.

The training wheels to coffee brewing mastery, the Aeropress accelerates your path towards coffee connoisseurship while saving you from the taste of failure.

Creative.

Concept/tag: It’s artisan coffee. Crafted by you.

 

Print ads placed in areas where you have the possibility of feeling defeated in other parts of you life (such as subways, gyms, offices).

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Packaging redesign because coffee connoisseurs are particular about their craft.

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Aeropress currently doesn’t sell their own paper filters, which is an oversight easily remedied and customized.

Aeropress currently doesn’t sell their own paper filters, which is an oversight easily remedied and customized.

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Extensions that help people take their next step toward coffee connoisseurship.

Pop-up barista counters to encourage the manual brewing curious to experiment. These would be stationed outside in locations where a pick-me-up is welcome, like shopping malls.

Pop-up barista counters to encourage the manual brewing curious to experiment. These would be stationed outside in locations where a pick-me-up is welcome, like shopping malls.

 
For those ready to level up, an Aeropress app that compiles fan-sourced and World Aeropress Competition winning recipes, letting you bookmark your favorites and even add your own recipes.

For those ready to level up, an Aeropress app that compiles fan-sourced and World Aeropress Competition winning recipes, letting you bookmark your favorites and even add your own recipes.


tEAM.

Amrit Sahni (AD), Mitchell Moss (CW)