Case Study - Gevalia Kaffe
Gevalia Kaffe
Case story
Campaign of
the Century: "Oväntat Besök",
or "What Coffee Would You Serve Unexpected Visitors?"
In 1984, Olof Hult, now a Principal of esi Techtrans, moved to Sweden with international advertising agency Young & Rubicam to work as Strategic Planner on the account of Gevalia, a brand of Coffee owned by Kraft-General Foods Inc.
It was then recognized that the common and very traditional, some would even say old-fashioned, brand of coffee needed a major image lift. The results were spectacular. The campaign is still running after more than 20 years. It has earned numerous awards and was in 2000 chosen by the readers of Sweden's Resumé magazine as the Campaign of the Century. The brand is now widely recognized as "cool", and people and the press commonly refer to the brand when unusual visits occur unexpectedly in daily life. www.kraftfoodsnordic.com
Case Gevalia and early print ad sample [pdf]
Entire "Creating Brand Identity" presentation [pdf]
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