Fact is that Paulig is losing younger coffee drinkers. As the world changes the new coffee generation will create their own coffee habits and moments. For them coffee still plays a role and especially take-away coffee has taken a strong position in their coffee lives. The true insight behind Paulig Muki is that take-away coffee is often consumed while online and sharing ideas, thoughts and life in general in social media. Muki is a solution that knits together coffee and social media – and brings Paulig as a brand to younger segments life in a totally new way.

Brief:

Paulig's mission is to enrich your coffee moments. Paulig wants to own the coffee moments and the easiest moment to raise next generation coffee drinkers is the takeaway moment.

Paulig Muki concept was first published to the audience in April 2014 and it created so much buzz (worth 4 312 000€) that Paulig founded a business unit for Muki. It took over two years for the advertising concept to became the real deal. A real product was first introduced in the Slush event (http://www.slush.org/) in November 2015 and we started the beta-testing with 100 people from 19 different countries right after the event. Paulig Muki finally launched the real mass produced product on 15th June 2016 for the EU markets. Paulig Muki can be bought from both ecommerce or brick and mortar stores.