Alpro
Problem
Alpro offers unrivaled plant-based variety. Yet most coffee drinkers just stick to what they know.
Insight
Drinking the same coffee is boring. Not just for you, but for the person making it too.
Idea
Encourage coffee lovers to try braver brews, by claiming that baristas everywhere crave more exciting orders.
BORED BARISTAS
BORED BILLBOARDS
We'll kick off with cleverly placed OOH ads and placards near cafes.
SAVE A BORED BARISTA
In partnership with Costa, we'll then call on Instagram coffee lovers to save a barista from boredom at their nearest branch.
ALPRO LOYALTY CARDS
Once they've ordered a braver brew, customers will get a card with other Alpro coffees to discover. They'll even get a reusable coffee cup for taking part.
THE BORED BARISTA QUIZ
To drive further engagement, we'll also create a buzzfeed-style personality quiz that determines whether you're boring or brave with coffee.
BRAVE HOME BREWS
Finally, we'll close the loop with a follow up email, getting adventurous customers to continue their pursuit of coffee perfection outside the cafe.
