Our client, Zotiades Trading & Consulting Ltd, has tasked our team with creating a promotional campaign for a new product called Hard Coffee.

Hard Coffee is a ready-to-drink coffee beverage with a touch of alcohol. Is it an unexpected combination? For some, perhaps; for others, not so much. However, one thing is certain: consumers are unfamiliar with this concept, as there is no similar product in the Cypriot market. Therefore, educating and convincing consumers to try and purchase the product presents a significant challenge.

Finding the right target audience is also crucial. Hard Coffee blends two categories (coffee and alcohol), so determining whether to target coffee lovers, alcohol enthusiasts, or a combination of both poses a challenge. It may not immediately appeal to traditional drinkers of either category.

With the launch of Hard Coffee, establishing a strong presence in the market is essential.

To achieve this, we created the catchy slogan "Boostάρισμα Χαλάρωσης," which will be a key element of the product's brand identity. In addition, we have carefully selected a variety of promotional actions to ensure we reach our target audience at the right time and through the right channels.

Our strategy includes a combination of both traditional and digital marketing efforts. We have produced a playful TV commercial that highlights the unique blend of coffee and alcohol, creating a memorable visual experience that appeals to a broad audience. Moreover, a radio spot has been airing on popular radio stations to reinforce the product’s key messages, reaching listeners during their commutes and daily routines.

On the digital front, our social media campaigns will leverage platforms like Instagram, Facebook, and YouTube to engage directly with consumers through interactive content and targeted ads.

Beyond these efforts, we have been implementing Below-The-Line (BTL) activations, such as Out-of-Home (OOH) advertising, to maintain visibility in high-traffic areas. This includes strategically placed billboards to ensure maximum exposure.

This combination of traditional and digital marketing is expected to result in higher brand recognition, increased product trial, and ultimately, sales growth. Being an early entrant in its category, Hard Coffee will position itself as a distinctive offering in the market, making it challenging for competitors to enter. By actively engaging with customers on social media and emphasizing repeat purchases, we aim to build long-term loyalty and establish a strong market presence for lasting success.