The client
Pero is a caffeine-free coffee substitute and is manufactured by Nestlé. It is available throughout Europe by the name of "Caro-Kaffee". To develop an animated digital campaign for Walmart, Pero commissioned QNY and since I was familiar with the Caro brand, I took over the task. First I had to deepen my knowledge about the product, including its benefits in contrast to regular coffee products and ingredients.
The process
Together with the marketing department, I developed the introduction line "Experience Pero - The 100% Natural Coffee Substitute." My focus was primarily on the "natural" aspect since natural and organic products meet the market's requirements. To achieve this I created a slide of the cor ingredients, adding imagery for the visual aspect and ending the presentation with "and nothing else" - emphasizing that there are no artificial filler substances in the mix.
Customer education
Apart from that I wanted to educate the customer about the product, since I was aware that it wasn't as well known on the US market as it should be. The target group would be middle-class working singles or families, that would prefer to switch from coffee for health reasons. Therefore I needed to prove to them, that Pero was capable of achieving the same benefits of coffee without its defects. Icons were created to illustrate the following aspects: low acid, coffee-free, and great taste. The last point was especially important for me since I believed that one reason customers may shy away from was the belief that the taste could not compete with that of natural coffee.
Conclusion
In the end, working on the Pero campaign was a great opportunity to develop my strategy, based on my perception of the target market and customer psychology. During my time at QNY, I learned to work with After Effects and could use my knowledge of animation. The freedom of creativity that Pero gave us allowed us to come up with a unique solution, that made fun to develop.
