Goals and objectives
The campaign aimed to strengthen illy’s position as the preferred premium coffee brand in Denmark and increase its market share in the retail sector. The objectives were to enhance brand preference, elevate quality perception, and drive both trial and sales among Danish coffee consumers.
Surprising Insights
The campaign revealed that the Italian coffee culture narrative strongly resonated with Danish consumers. The association between premium coffee and an elevated lifestyle proved aspirational, reinforcing illy’s position as a brand worth investing in.