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Web Film

McCafe: What Makes Great Coffee


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Following the introduction of its enticing new Cocoa Tazza brew, McDonald's is back with a social experiment that takes customers on a journey inside each cup of specially brewed McCafé coffee. In May this year DDB Group Hong Kong introduced McCafé's Cocoa Tazza brew, a special blend of coffee beans from the world's top producers in Mexico, Peru and Ethiopia. The large-scale integrated campaign included TV, print, out-of-home, digital, social media and in-store, all under the hashtag #GreatCoffeeEveryDay. The campaign also included a Coffee Van City Tour joined by Taiwan Barista Champion Van Lin. This August, DDB returns with a social experiment to get consumers thinking about their coffee. While the coffee category in Hong Kong has shown tremendous growth over the past three years, research tells us that consumers still judge coffee by what goes on outside the cup, including coffee shop ambience, brand image and the misconception that a higher price indicates better quality. DDB set out to change people's perceptions, and encourage them to re-evaluate their coffee criteria, by turning their focus to what goes on inside the cup instead.
Credits Other credits

Head of Strategy and Innovation: Andreas Krasser

Business Director: Noel Yuen

Associate Account Director: Daniel Law

Head of Broadcast: Annie Tong

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