The “Be Indecisive” campaign launches today (24 March) across TV, print, outdoor and online. It is the biggest investment for the coffee machine in the region since it launched 10 years ago, with Mondelez targeting drinkers looking for a more premium experience at-home.
Activity, created and planned by McgarryBowen and Carat, highlights the different hot beverages on offer through the on-demand system. The TV advert shows how Tassimo-produced Costa latte, Cadbury hot chocolate and Twinings tea fit into a young man’s free-spirited lifestyle.
YouTube videos created by the brand’s “super fans” to support the campaign (see below).
Artur Kuczera, global platform director for Tassimo and capsules at Mondelez, says the positioning is based on insight that people shy away from making decisions when it comes to certain FMCG products because they enjoy the experience of choosing from their “favourite brands”.
Tassimo’s updated strategy kicks off a wider 2014 marketing drive to capitalise on the rising demand for quality roasts. On-demand is the fastest growing sector of the UK coffee market, with machine sales rising by 85 per cent between 2008 and 2012, according to Nielsen.
It is hoped the creative strategy can set Tassimo apart from its larger rival Nespresso, which uses Oscar winner George Clooney to showcase the pleasure of the coffee drinking experience. Mondelez sought to challenge Nestle’s dominance of the category last year when it began selling coffee capsules to use in the company’s supposedly closed-system Nespresso machines.