Cafédirect rebrands instant coffee to 5065

Fairtrade company Cafédirect is rebranding its instant coffee as 5065, as part of a move to target younger coffee drinkers.

The new product will be available in supermarkets that stock Cafédirect, including Asda, Sainsbury’s, Tesco and Waitrose, by March next year. It will replace the original Cafédirect Premium freeze-dried coffee, which was first launched in the mid-Nineties.

Cafédirect strategic development manager Sylvie Condette says the decision to rebrand followed consumer research by the company which revealed that, while people enjoyed the product they found the packaging uninspiring.

The name 5065 was chosen because, according to Cafédirect, the best coffee grows at an altitude between 5,000ft and 6,000ft. The new packaging will feature an image of a winding mountain track, with the strapline “The Height of Coffee Taste”.

The launch of 5065 will be supported by a poster campaign, which will run in London’s Underground and mainline railway stations from February. Cross-track posters will feature pictures of lifts to convey the idea of “lifting” consumers to a special place.

Creative work for the campaign is by London agency Host Universal. Media planning and buying is being handled by Starcom Motive.

Cafédirect was launched in the UK ten years ago and holds two per cent of the freeze-dried coffee market. The compan

y, which also sells tea, buys direct from growers in 27 co-operatives in ten different countries.