Liked but not loved

Douwe Egberts has been making great coffee for over 250 years. But our research showed that while lots of people drank their coffee every day, there was an opportunity for the brand to create a closer and more personal connection with consumers. In essence they were looking for a way make customers love their coffee, not just like it.

Making it personal

While other coffee brands focused on origins and mood we took another path. Making a virtue of the brand’s unrivalled history, heritage and artistry. Dragon Rouge created the Limited Edition signature blends range, comprising three new variants and symbolising the distinctive and time savoured traditions of master blender, Etienne Moernaut. The new range brings a real sense of character, authenticity and craftsmanship to the brand’s portfolio.

Blended to perfection

Three major British supermarkets, Asda, Morrisons and Waitrose listed the range on launch and an integrated radio and online campaign helped raise awareness with consumers. Sales figures were up on target by 150% in the first three months after launch and the range continues to perform well in the face of established brands in the category. Not only a new chapter for Douwe Egberts, but a new story for the category.