The makeover will bring a modern and contemporary look to the brand whilst celebrating Douwe Egberts’ long heritage of coffee expertise and excellence amongst existing customers and younger, aspirational coffee-lovers.
The brand’s new look features a new logo which includes the iconic Douwe Egberts red seal. This is a key feature of the new-look packaging to highlight its quality credentials whilst creating stand out on shelf and improving range navigation across the portfolio. The new-look instant packaging is aligned with the introduction of fresh new blends for the range which will showcase the breadth of variety available and inspire consumer exploration, with a broad covering of smooth to intense taste profiles. Douwe Egberts have responded to consumer taste preferences in order to improve their blends through meeting key coffee taste profiles in the UK, bringing their consumers the best quality coffee.
The re-launch will be supported by an above the line campaign, including integrated press, outdoor, social media and heavyweight in-store activity.
Corrine Hopwood, marketing director at Douwe Egberts UK, said: “The regeneration of the Douwe Egberts instants and ground ranges is the start of an exciting journey to communicate the wealth of expertise, craft and excellence that Douwe Egberts has built over the past 260 years of bringing the finest coffee products to the market. We look forward to supporting the rebrand with a high-visibility media campaign aimed at growing the brand and driving incremental sales for the category.”
The new-look Douwe Egberts ground range is in store now, followed by the instants range in late October.
Source: Douwe Egberts UK
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