Launch campaign for ZMEU (the new coffee sub-brand from LUCA).
The coffee and café market in Romania has grown significantly lately, and coffee quality has reached a high level. We have baristas winning awards at European competitions and cafés making it into European rankings.
Strategy
- Communication Strategy
Creativity
- Creative Concept
- Copywriting
- Art Direction
- Package Design
Production
- 3D production
ZMEU is a very good coffee—but in the category of machine-made coffee, not barista-made. Even though it’s better than some coffees served in cafés, people tend to place it lower because of its price and because it’s sold at LUCA, a place known for pretzels.
We want to tell people it’s a very good coffee—but we want to be honest. We don’t want to promise more than we deliver, but we do want to spark curiosity. We want a strong message, with a playful twist in Luca’s style.
Idea
This is a campaign built around the idea of “fine print”, that information which isn’t written in the main message, but placed in a footnote —usually in smaller text — yet essential and influential to the overall message.
For other brands, “fine print” is often a trick used to hide certain details. For us, it’s a communication tool that shows we’re hiding nothing. We use this “fine print” to prove we’re not like the others. We’re honest, playful, we lay our cards on the table—we’re different. We’re LUCA.
Creative Team
- Traian Aron
- Daniel Dobrin
Production
- Traian Aron (3D)
Client
- LUCA