Freshening up coffee

With its recent makeover by Fountainhead Design, Ciro intends to entice the 25 - 35 year old consumer into the instant coffee market. Apart from renaming Full Strength to Expresso, introducing a premium freeze-dried range (Platinum and Platinum Decaf), adding a Decaf variant to the Instant range, and replacing Delightfully Mild with Crema, Ciro has moved away from featuring a coffee cup on the bright metallic packaging to use of bold symbols, along with reader friendly descriptions of each blend. The February 2006 launch has been supported by a comprehensive through-the-line campaign, including above-the-line communication, below-the-line promotion, PR and sampling.