The brand icon on a new course
Hamburg, March 2019 - As of April 2019 IDEE KAFFEE at J.J. Darboven will increase its visibility and relevance for the current "mild" taste trend with an eye-catching, informative packaging design. The introduction of the new, contemporary design is complemented by an imaginative brand campaign under the concise claim "mild can be stimulating.”. With a variety of motifs, the mild and at the same time stimulating side of the brand icon also becomes tangible for a younger target group.
The newly interpreted proven and differentiating bright colour pallet forms the basis of the eye-catching appearance of the range. Recognisable at a glance, the new packaging design conveys the brand promise "Mild enjoyment - full caffeine" and ensures high memorability and a unique brand presence. "IDEE KAFFEE has been setting trends since 1927 as the unique selling point of the brand Darboven steam refinement, which was patented that year, results in exceptional mildness with full caffeine content," explains Simone Müggenburg, Head of Central Marketing at J.J. Darboven, she continues: "IDEE KAFFEE is therefore a traditional idea that was ahead of its time and will continue to meet the increasing demand for mild coffee."
This claim is underlined by the redesign. In addition to an eye-catching seal that highlights the Darboven steam refinement, the learned light blue colour of the sticker draws attention to the mildness of the coffee. Unchanged in 100% Arabica quality, the new design with the classic filter coffee IDEE KAFFEE 500g ground vacuum pack, the growth guaranteed IDEE KAFFEE Caffè Crema 1,000 g whole bean, and the IDEE KAFFEE 16-pod packs focus on the relevant topic of mildness for all important types of preparation. IDEE KAFFEE Caffè Crema 1,000 g Whole Bean also serves to fill a product gap for mild whole bean products at the POS. The LEH range is completed in vacuum packages of IDEE KAFFEE Gold Express and IDEE KAFFEE Decaffeinated 500 g ground coffee. Thanks to the new packaging design and the eye-catching brand campaign starting in June 2019, J.J. Darboven will be setting the ball in motion for further sales and the expansion of customer reach even to younger target groups. In addition to an out-of-home and online campaign, PR and social media activities as well as a new homepage (www.IDEE-KAFFEE.com) will accompany the company on its journey into the future.
Darboven steam refinement
In 1927, Professor Dr. Karl Lendrich from Hamburg developed the revolutionary Darboven steam refinement system. In this process, the coffee beans are carefully refined with pure steam at high temperature under pressure before being gently roasted. A process that has been continuously optimised by Albert Darboven since the 1990s. With this special brand core, IDEE KAFFEE meets the growing consumer demand for mild coffee enjoyment with full caffeine content.
H.E.L.P. - Offer on the new IDEE KAFFEE packaging
H.E.L.P. is a project by J.J. Darboven that aims to improve the living conditions of coffee farmers in Honduras. Professional support in coffee cultivation, promotion of economic initiatives and educational opportunities improve the long-term prospects of coffee farmers and their children. J.J. Darboven’s support for and appreciation of small farmers becomes clear thanks to the announcement of the project labelled on the new IDEE KAFFEE package and the partial use of this coffee for the IDEE KAFFEE range. This is where credibility becomes a sustainable purchasing argument.
IDEE KAFFEE - mild can be stimulating:
Those who prefer mild, stimulating coffee enjoyment in 100% Arabica quality do not have to do so without caffeine thanks to IDEE KAFFEE IDEE KAFFEE, Germany's oldest coffee brand since 1915, shows how it is possible to combine special mildness with full coffee enjoyment. The Darboven steam refinement process, patented in 1927, in which the coffee beans are gently refined with pure steam at high temperature under pressure before being gently roasted, guarantees mild coffee with full caffeine content and harmoniously balanced flavours for you to enjoy. IDEE KAFFEE from J.J. Darboven is available as filter coffee, whole beans, and pods. The range is rounded off by a decaffeinated filter coffee variant and IDEE KAFFEE Gold Express (instant coffee).
J.J. Darboven was founded in Hamburg on 21 March 1866 by Johann Joachim Darboven. The successful Hanseatic family business is now managed by its fourth generation, Albert Darboven. With a comprehensive product range comprising coffee (e.g. IDEE KAFFEE, EILLES KAFFEE, Café Intención, Alberto, Mövenpick and Sansibar), tea (e.g. EILLES TEE, PLATEANUM) and cocoa (COCAYA), the company is the market leader in the catering sector and its coffee brands are also performing impressively in food retailing. J.J. Darboven stands for quality, tradition, and innovation. The group is currently active in ten European countries.
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