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#FlashbackFriday: Kenco Millicano

Tags: Design, Consumer PR, Corporate PR, Marketing, 

#FlashbackFriday: Kenco Millicano

Challenge

Our task was to widen the net of influence for Kenco Millicano, Ireland's fastest growing coffee brand, among key influencers in lifestlye media and online. We wanted to reinforce Kenco Millicano's category leadership and the quality, high-end brand values that have seen it dominate the Wholebean Instant coffee category.

 

Solution

We brokered and managed a major fashion collaboration on behalf of Kenco Millicano with acclaimed Irish designer Orla Kiely, who created a limited edition coffee trvael mug exclusively for the brand. The ceramic eco mugs offered a stylish way to enjoy coffee-on-the-go and held the distinctive bold print and colours that have made Orla Kiely famous worldwide.

The exclusive Orla Kiely for Kenco Millicano design collaboration - an Irish exclusive - was supported by a heavyweight and fully intergrated marketing campaign with PR, advertising, digital, social media, retail and out of home promotional activity which kicked off in August 2013. H+A Marketing & PR handled all the PR, social media and POS design elements of this major, high-profile campaign.

 

Results

The reaction to Orla Kiely's Irish exclusive collaboration with Kenco Millicano was overwhelmingly positive. Demand among retailers was phenomenal, with special promotional packs flying off the shelves in the first week of its availability. The ceramic mug received rave reviews in every national newspaper and TV3's Xpose show broadcast a five minute behind-the-scenes at Orla's London studio featuring the first public glimpse of the mug. Ireland's most influential media and online 'taste makers' were given an exclusive first preview of the mug and took to Twitter and Facebook to share their love of this designer eco travel mug with the public.