Segafredo

Background

Segafredo launched a new product in the ready-to-drink milk coffee category and aimed to increase awareness and sales of this new product, especially among young adults aged 18–35. The key advantage of ready-to-drink milk coffees is convenience: when you can grab a ready-made drink directly from the local store shelf, there's more time left to enjoy life. How to get a nation of dedicated filter coffee drinkers to notice a new coffee drink variant and adopt it?

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Strategy & Insight

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Segafredo's ready-to-drink coffees encourage enjoying life. However, there are many unpleasant things and conflicts happening in the world, filling the target audience's social media feeds. Segafredo wanted to lighten the mood of its target audience and be a positive force on social media. Segafredo's coffee drinks are inspired by Italy, a culture where small talk and spontaneous encounters with strangers are common. Finns rarely smile at strangers on the street, let alone engage in small talk or give compliments. Yet, everyone remembers that one time they received a compliment from a stranger and wanted to tell everyone about it. Segafredo's social media content teaches Finns a lighter approach to life – small talk isn't so difficult if you just dare to start.

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Creative Solution

On Segafredo's TikTok, a bold performer throws themselves into awkward situations that ultimately turn out to be fun and refreshing encounters. The content involves stopping strangers on the street, striking up conversations, complimenting others, and asking for life-enhancing tips. The young adults encountered by the performer defy stereotypes of shy Finns, transforming into eloquent small talkers. Segafredo's ready-to-drink coffees are a natural part of various coffee moments with city dwellers, and the content leaves a positive impression of the products.

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