In 2013, Tchibo Exclusive, one of the biggest coffee brands in Russia, changed its packaging. This decision made sales drop about 30% because consumers ceased to recognize their favorite coffee in supermarkets.
Tchibo Exclusive Coffee / TVC
To save Tchibo Exclusive from de-listing we made a spot with the longest packshot on Russian TV. As a result, Tchibo Exclusive awareness jumped from fifth place to second place in just five weeks, surpassing the brand’s main competitor.