Carte Noire partners with Penguin and a set of hunky male celebs with an online campaign targeting female adult coffee drinkers. The idea is to leverage new technology and the book club craze to carve out a little bit of ‘me (and my coffee) time’.
The Carte Noire Readers is basically a series of online Jackanory style films which the brand hopes will create a ‘more seductive coffee break’.
Three actors – Dominic West (The Wire), Greg Wise (Cranford) and Dan Stevens (Sense & Sensibility) – read classic and modern literature and record it online. Thus providing Kraft’s premium brand coffee-drinkers the chance to download and listen whilst they sip.
From Jane Austin’s Pride & Prejudice, to D.H. Lawrence’s Sons and Lovers and Nick Hornby’s High Fidelity, the titles are chosen to connect with the middle class adult female target and to match the brand’s accessible sophistication positioning.
Consumers will be driven to the site through a summer press and online campaign, while Penguin are also cross-promoting the site, in return for using Penguin editions in the readings and integrating Penguin’s Buy-Book transactional platform onto the Carte Noire campaign site.
Another element of the campaign is a sampling-driven competition which will see the brand give away 600 books through the summer. To enter the prize draw for the books consumers need to visit the Carte Noire website and request a sample product.
Louise Stigant, director of AFH and convenience at Kraft Foods UK and Ireland said: ‘This is a perfect way to offer these women something extra alongside their favourite coffee. The UK’s super premium coffee market is currently underdeveloped in the convenience market.’
Comment:
Research suggests that ‘time’ is the greatest luxury of all, so here Carte Noire and Penguin tried to carve out their own piece of luxury time. Creating a slot where their consumers can relax and enjoy their product experience.
And not a coffee ad cliché in sight.
Links:
http://cartenoire.seigan.se/index.php
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