Our client wanted to increase Coffee Gold's brand awareness. In the cluttered market, other brands were banking on their coffee’s taste, celebrities or the social status their brand carries, to sell. But we didn't have the luxury of these choices and hence needed something drastically different to catch the consumer's eye and hence, we played on the fact that coffee keeps you alert. We targeted the part of society that could afford yet chose to not consume coffee. Our aim was to create the need for coffee and create more coffee drinkers, especially Coffee Gold drinkers.

The first challenge for us was to create a USP for the brand that was so different that it could catch the consumer's eye. Secondly, while finding catastrophic situations, we had to ensure that we didn't end up looking insensitive by giving a comical touch to these tragedies.

Another challenge was planning and then executing each minute detail of the illustration. But our biggest challenge was ensuring that the anti-climax we needed to drive the message into the consumer's head was maintained in the poster too. The illustration too had to narrow down to a point just like the story.

The sales of Coffee Gold increased by 19% in just 2 months.

For our new USP, we had to have an exceptional execution to catch people's eyes. And this is why, we painstakingly planned and then created every little illustration in great detail. Each one of them tells a story that adds humour and keeps one interested. Additionally, the actual, physical, narrowing down of the story to a single point, provided the needed anti-climax to get our message across.Being a fun and energetic brand, these comic illustrations went completely well with Coffee Gold's brand image.