We used the biggest celebration of togetherness in the whole world as media: The 20th anniversary of the fall of the Berlin wall, when the whole planet turned its eyes on to Berlin. We inspired “Ossis” and “Wessis” (former East and West Berliners) to unite under the same “double sweatshirt” and leave their message of togetherness in front of the eyes of the whole world, right at the Brandenburg Gate.

Tassimo finished the year as the fastest growing retail closed on demand brewer in Europe with a performance of 10.7% or +8 pp share vs. YA. That´s an increase in share position to #1 in closed on demand ahead of Nespresso and Nestlé Dolce Gusto. The advertising test scores were in the top 20% for persuasion. The audience resonance on the sweatshirts from our Berlin Wall activation was enormous. And because we treat our audience like family, Kraft decided to reproduce the sweaters and send them out to 100 lucky customers as a surprise Christmas gift.