5065 Launch
The launch of Cafédirect 5065 took place during February 2002 with a poster campaign on the London Underground supported with targeted sampling and web activity and was supported in store by an on-pack Taste Guarantee offer.
The campaign focused on 5065, 'a special place', a place where consumers can escape to when they have a break and a cup of 5065.
Two poster designs were used. The 5065 winding road describes the relationship between your cup of coffee and the grower country, and is an escape route for the millions of us who'd like a coffee break (including coffee growers the world over). This poster adaptation was designed to break out of its poster-frame and continue its way up the curved walls and ceilings of London's underground stations, provoking passers-by to look up to the new height of coffee taste. The second execution used a new image of a lift, which highlighted getting a lift to a special place with 5065.
Both posters promoted a special dedicated promotional website which took visitors on a journey in the 5065 lift, the destination was a very special place, a 2 week safari holiday in East Africa.
The sampling activity took place over 3 days at key London train and tube stations. Quarter of a million 5065 samples were given out with a promotional bookmark (see above left) which had a 30p money off voucher to encourage trial of 5065.
At the same time as the underground campaign an on-pack 'Taste Guarantee' offered consumers their money back if they were not entirely satisfied with the taste of 5065.