Barista-Genuss für alle: Melitta bringt Coffeeshop-Feeling in jede Küche!
Winner
Excellent Brands
Product Brand of the Year
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 a coffee market shaped by interchangeable enjoyment claims, Melitta extends the barista idea into a clearly managed product brand for different preparation methods. The positioning remains precise and close to everyday life across the range, visual world and messaging. With well-known faces, a cinematically condensed staging and carefully managed social media and retail measures, a coherent brand image emerges that does not dilute breadth but makes it legible as an accessible promise of quality.
