Barista-Genuss für alle: Melitta bringt Coffeeshop-Feeling in jede Küche!
Winner
Excellent Brands
Fast Moving Consumer Goods
Credits
Company / Customer
Agency / Design
Details
Melitta is taking the Barista concept even further: for the first time, the popular coffee shop experience is available not only as whole beans, but also for filter coffee, capsules, and instant. The TV commercial is also a first for testimonials Frederick Lau and Annika Lau: it is the first time they have appeared in front of the camera together. Melitta has consistently developed the Barista concept further with the current range expansion: the new Barista range is now also available as ground filter coffee, as capsules and even as instant. Coffee shop-style enjoyment, no matter how you drink your coffee.
The Jury‘s Statement
In the coffee market, it is not only taste that matters, but also how well a product fits everyday life. Melitta therefore extends the barista idea consistently across different preparation methods, giving the brand a precise, accessible profile in the mass market. The cinematic staging with Annika and Frederick Lau combines familiarity with a sense of quality without making the offer feel less approachable. Across TV, digital channels, social media and the point of sale, this creates a consistent brand experience that translates coffee shop aspiration into a brand world suited to everyday use.
