Commercial · Beverages
Colors
A challenger coffee brand, an original track, and professional dancers.
Who it was for · what it did
Gave a new instant coffee a personality its competitors could not copy, on a budget that did not stretch to one.
Case study
Culture Blends was new. The brands beside it on the shelf were not, and most of them had spent years and considerable money establishing what they stood for.
The brief was to be distinctive. The constraint was that the usual route to distinctive, a recognisable face and the fee attached to one, was not available.
The challenge
No endorser. That is the decision the whole film turns on, so it is worth being plain about it. A celebrity buys attention quickly and rents it for as long as you keep paying. For a brand that had not yet decided in public who it was, it would also have handed the personality to someone else.
The approach
The budget went into an original track, written with a Brazilian feel and sung by a producer who has been nominated for a Grammy. Music is the cheapest route to a brand having a mood, and it is the part people carry away without noticing they have.
Professional dancers gave the track bodies that could actually perform it, and movement reads instantly as confidence.
The execution
Commercial production kit and a full post-production pass with compositing and colour made sure the finish matched the ambition rather than undercutting it.
The result
Spend on a face and you buy borrowed recognition that leaves when the contract does. Spend on music, movement, and finish and you buy an identity that stays with the brand, gets reused across cutdowns, and cannot simply be signed away to a competitor next year.
The result was a commercial with a personality of its own, made for a fraction of what the obvious version would have cost.