Kimbo - Fresh Ground
Communication campaign, "A long history of aroma"
Kimbo is more than coffee. It is a daily gesture that unites, a shared moment that often turns into something deeper: a connection, a memory, a beginning.
With the campaign for the Fresh Ground, we wanted to tell just that: the role that a simple cup can play in the relationships between people. Not just a product, but an experience that accompanies life, with the same intensity and familiarity of aroma that distinguishes it.
The result was a emotional and recognizable concept, which was able to speak to different audiences without losing the soul of the brand.
Goal
Building a communication campaign integrated for the line Kimbo Fresh Ground (ground coffee, pods and capsules) with the aim of enhancing the product not only for its organoleptic qualities, but for its role in everyday human relationships.
The client's need was to bring to life a concept that could speak to different targets while maintaining an authentic, emotional tone consistent with the brand's DNA.
Solution
We started with a simple but powerful insight:
Often a bond is born and grows around a cup of Kimbo coffee. And it stays with us for a long time, or even forever.
From here, we developed the creative concept “A Long Story of Aroma,” a play on words that perfectly blends the sensory experience of coffee with the emotional and narrative dimension that accompanies it.
We told three different stories, for three different product formats:
Ground → A grandmother and grandson: the ritual of always
Waffles → A young couple: the intimacy of everyday life
Capsules → Two guys on a first date: the beginning of something
The multi-subject campaign was declined in static and video format with a specific headline for each couple, inspired by famous quotes, songs, sayings, and a dedicated playlist to listen to on Spotify. A consistent, warm and memorable visual, auditory and verbal narrative designed to speak to the heart of the audience.
