03 / KOITA - MARKET STRATEGY & CAMPAIGN DEVELOPMENT
03 / KOITA - MARKET STRATEGY &
CAMPAIGN DEVELOPMENT
One brand.
Two different market challenges.
One brand.
Two different market challenges.
An Italian identity for a US launch. A Ramadan campaign to strengthen the brand in Saudi Arabia.
Two approaches built around the job each market needed to do.
An Italian identity for a US launch. A Ramadan campaign to strengthen the brand in Saudi Arabia. Two approaches built around the job each market needed to do.
THE ASSIGNMENT
THE ASSIGNMENT
Develop distinct approaches for Koita’s US launch and its established Saudi Arabian presence:
introduce the brand in one market and build stronger relevance in the other.
Develop distinct approaches for Koita’s US launch and its established Saudi Arabian presence: introduce the brand in one market and build stronger relevance in the other.
01 / USA LAUNCH
01 / USA LAUNCH
Give the launch an Italian personality.
Give the launch an Italian personality.
THE CHALLENGE
THE CHALLENGE
Koita was entering the US plant-based milk category, competing with brands such as Oatly. The launch needed a clear identity of its own.
Koita was entering the US plant-based milk category, competing with brands such as Oatly. The launch needed a clear identity of its own.
THE DIRECTION
THE DIRECTION
Bring Koita’s Italian roots into the introduction, giving people a simple association to recognise and remember.
Bring Koita’s Italian roots into the introduction, giving people a simple association to recognise and remember.
THE CREATIVE IDEA
THE CREATIVE IDEA
Develop Marco: a friendly Italian character who gave that origin a face and a personality for the campaign.
Develop Marco: a friendly Italian character who gave that origin a face and a personality for the campaign.
CHARACTER DEVELOPMENT
CHARACTER DEVELOPMENT
Meet Marco.
Meet Marco.
Short, curly-haired and a little round at the middle, Marco brought warmth and humour to the brand.
His expressive face and simple silhouette gave the campaign a character that could carry different messages.
Short, curly-haired and a little round at the middle, Marco brought warmth and humour to the brand. His expressive face and simple silhouette gave the campaign a character that could carry different messages.
ITALIAN ROOTS
ITALIAN ROOTS
Make the brand’s origin part of its
personality.
Make the brand’s origin part of its personality.
A RECOGNISABLE FACE
A RECOGNISABLE FACE
Use a consistent character across campaign content.
Use a consistent character across campaign content.
ROOM FOR EXPRESSION
ROOM FOR EXPRESSION
Build in gestures and expressions that work with different messages.
Build in gestures and expressions that work with different messages.
CHARACTER & VOICE
CHARACTER & VOICE
“Be Vil Latte”
“Be Vil Latte”
Marco’s tagline gave him a verbal cue to accompany
the visual character, bringing his personality into the campaign’s language.
Marco’s tagline gave him a verbal cue to accompany
the visual character, bringing his personality into the campaign’s language.
USA / CAMPAIGN IN USE
USA / CAMPAIGN IN USE
From character to campaign.
From character to campaign.
The character moved into branded content alongside Koita’s products, linking the personality
developed for the launch to the brand people would see on shelf.
The character moved into branded content alongside Koita’s products, linking the personality developed for the launch to the brand people would see on shelf.
Introduce the character
Place Marco alongside the Koita name and product.
Introduce the character
Place Marco alongside the Koita name and product.
Give him a role in content
Use character-led questions to invite a response.
Give him a role in content
Use character-led questions to invite a response.
02 / SAUDI ARABIAN CAMPAIGN
02 / SAUDI ARABIAN CAMPAIGN
Make the brand more relevent locally.
Make the brand more relevent locally.
THE TASK
THE TASK
Koita was already available in Saudi Arabia, but the brand lacked a strong connection with Arab consumers. The job was to build familiarity and local relevance.
Koita was already available in Saudi Arabia, but the brand lacked a strong connection with Arab consumers. The job was to build familiarity and local relevance.
THE APPROACH
THE APPROACH
Use Ramadan as a timely way into the conversation. Cooking and sharing food gave Koita a relevant role in an occasion that mattered to the audience.
Use Ramadan as a timely way into the conversation. Cooking and sharing food gave Koita a relevant role in an occasion that mattered to the audience.
THE CAMPAIGN
THE CAMPAIGN
Launch a cooking contest and bring in influencers to promote it, using their audiences to build awareness and encourage participation.
Launch a cooking contest and bring in influencers to promote it, using their audiences to build awareness and encourage participation.
RAMADAN / EID
RAMADAN / EID
From invitation to inspiration.
From invitation to inspiration.
INVITE
INVITE
Give people a reason to join.
A giveaway contest “So You Think You Can Cook?” invited people to create a sweet or savoury recipe using Koita cooking cream and share their results.
Give people a reason to join.
A giveaway contest “So You Think You Can Cook?” invited people to create a sweet or savoury recipe using Koita cooking cream and share their results.
DEMONSTRATE
DEMONSTRATE
Show what the product can do.
Influencers promoted the contest and brought recipe content into the campaign. Yvonne Maffei of My Halal Kitchen judged the influencer edition.
Show what the product can do.
Influencers promoted the contest and brought recipe content into the campaign. Yvonne Maffei of My Halal Kitchen judged the influencer edition.
CONNECT
CONNECT
Carry the activity through to Eid.
Recipe inspiration and an Arabic-and-English greeting extended the campaign into the celebration.
Carry the activity through to Eid.
Recipe inspiration and an Arabic-and-English greeting extended the campaign into the celebration.
THE WORK DELIVERED
THE WORK DELIVERED
A distinct approach for each brief.
A distinct approach for each brief.
For the USA, an Italian character gave the launch a recognisable personality. In Saudi Arabia, a Ramadan contest and influencer promotion connected an existing brand with a locally relevant occasion. Each approach connected Koita’s brand to a different audience context.
Koita had an established presence in the GCC and two very different opportunities ahead: strengthen relevance in Saudi Arabia and prepare for entry into the crowded US plant-based category. The answer was not to take one campaign and translate it twice.
Project attribution
This work was completed in a previous agency-side role and is shown as evidence of experience brought to 30TEN. The project was delivered as part of a wider agency and client team. Brand names and campaign assets remain the property of their respective owners.
Project attribution
This work was completed in a previous agency-side role and is shown as evidence of experience brought to 30TEN. The project was delivered as part of a wider agency and client team. Brand names and campaign assets remain the property of their respective owners.