In the past, the filter coffee segment in South Africa had been more of a niche, specialist market where consumers were hesitant to move from their trusted instant coffee into the world of plungers and ground coffee.
House of Coffees' goal was to increase volume sales of its premium, pure Blends of the World filter coffee range through promoting ease of use, as well as lowering barriers to entry by providing consumers with a free plunger.
The Terra Uppas of Bloom Marketing embraced the challenge by coming up with a simple, three-step catchphrase on how to brew the perfect cuppa - "Spoon it. Fill it. Plunge it." - and developing an amazing activation to infuse life into the House of Coffees brand.
The activation rolled out in retail channels across the country, including Pick n Pay, Spar and Checkers in the Western Cape, Gauteng and KwaZulu-Natal. Each burst ran for about 6 weeks from November 2009 through to December 2010. Consumers sampled different House of Coffee blends, and shoppers who purchased 2 packs of House of Coffees at participating stores received a FREE House of Coffees branded plunger so that they could take the authentic coffee experience home with them.
The activations proved very successful for House of Coffees with over 400,000 consumers being exposed to the brand, 13,123 samples given away, and 3,493 free House of Coffees plungers distributed over the promotional periods. The brand achieved commendable success throughout the campaigns, with many participating stores needing to restock shelves.
During the first burst, Bloom Marketing also held a House of Coffees activation at Oprah's O Magazine "You Have the Power" event that took place on the 30th November 2009 at The Campus in Johannesburg. Oprah fans quickly warmed up to the brand with a free cup of coffee and a House of Coffees plunger giveaway. House of Coffees enjoyed blooming great success at the event with over 400 cups of coffee and 500 plungers being distributed in just 2 hours!
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