ROBERT TIMMS
The Business Problem
Robert Timms is one of Australia’s oldest brands of coffee, offering superior quality, freshly roasted beans. However this icon brand had fallen from market leader to eighth place. Consumers perceived Robert Timms as dated and unsophisticated when compared with exciting new international competitors like Lavazza who have European street cred. UNO had to reclaim coffee credentials for the House of Robert Timms.
UNO's Creative Solution
UNO mapped the competitive landscape and researched consumer attitudes. We found coffee credibility today is built at café level; the barista and the ambience imbue as much value as the beans in the blend. UNO designed a campaign that established Robert Timms as the brand that offers a sophisticated café experience at home. Our 360° solution included new product development, packaging design, experiential sampling and targeted media campaigns.
The Outcome
The Robert Timms campaign was both memorable and brand re-defining. The campaign significantly and positively impacted on:
Spontaneous
brand awareness (8% to 27%)
Brand
ranking, spontaneous (8th to 4th position)
Future
brand consideration and consumption (frequency
increased from a fortnightly to a weekly
habit
by 3 times)
Additionally,
a notable increase in prompted brand awareness (84% to
97%).
