Fantasia chocolate struggled with a problem of being misperceived in terms of positioning.
Not only cocoa
DecoMorreno brand is famous in Poland mainly for its dark cocoa. The brand is an undisputed leader in this market segment, with market share exceeding 60 percent. The brand’s product portfolio includes also chocolate drinks and snacks. Lately, DecoMorreno decided to make its debut in the instant coffee segment, introducing two new product lines – My Coffee and Ice Coffee Shake.
Coffee for active women
My Coffee and Ice Coffee Shake are beverages intended for young and vigorous women living in big cities. Having regard to this fact, we developed a creative concept – “I’m in a hurry”, which reflects their active, vigorous lifestyle, in which there’s still time for small pleasures. Through graphic storytelling, we indicated various times of the day and occasions for drinking coffee.
Stylish and tasty
We displayed product names on panels resembling clothes’ labels – a reference to joyful moments, which most women experience during shopping. We enhanced the layouts with appetizing graphics of coffee in both product lines, and in My Coffee line (3 in 1, Cappuccino and Latte) also with visualizations of crunchy cookies, which are perfect supplements to coffee.