Our new campaign for Java Me Up is based on the insight that coffee lovers love the taste of coffee they just don’t always want to drink coffee to enjoy that taste.
Create interest and differentiation in a crowded energy bar category.
We identified two distinct targets. Coffee lovers that want that coffee fix no matter where they are and coffee freaks that are insanely particular about obtaining that perfect cup of coffee.
For the group that want’s a rich coffee treat on the go we created “Coffee Lovers Love”
For the overly obsessive coffee culture freaks we created “Coffee freaks freak over”