La Estrella: CAFÉS LA ESTRELLA BOOK

Credits & Description:

Advertiser: NESTLÉ
Agency: LA DESPENSA
Category: Promotional Item Design
Creative Director: Belén Coca (La Despensa Madrid)
Art Director: Hector Rodríguez (La Despensa Madrid)
Account Manager: Juncal Roig (La Despensa Madrid)
Copy Writer: Raúl Cirujano (La Despensa Madrid)
Accounts Supervisor: Harold Vas (La Despensa Madrid)
Art Director: Gastón Bruno (La Despensa Madrid)
Executive Creative Director: Javier Carrasco (La Despensa Madrid)
Technical Projects Director: Marimar Ruíz (La Despensa Madrid)
Executive Creative Director: Miguel Olivares (La Despensa Madrid)
Art Director: Santos Henajeros (Freelance)
Accounts Director: Sergio Sancho (La Despensa Madrid)

Brief Explanation
We decided to take advantage of the bookstore-cafés that are so in fashion in Madrid at the moment, in order to reach a younger crowd without ignoring our trational customer base. We took advantage Valentine’s Day, to reclaim the concept of everlasting love: A outdated tradition (like our brand) that we wanted to make cool again. We created, together with the help of 30 artists, the book “1887 Recipes for a Lasting Love”.

Implementation
We created the book with collaborators: illustrators, writers... who were influencers on the Internet and helped us spread the word. The book was free-standing, easy to display in the bookstore-cafés throughout Madrid. A coffee mug with the brand’s logo was served as the book’s fastener. The book could only be opened once the mug was removed. This encouraged consumers to enjoy their reading with coffee. The book was collaborative online as users could add their recipes. To download it, users had to share a recipe. We turned the book into not only a promotional gift but a Valentine’s Day present.

Client Brief Or Objective
Cafés La Estrella is a traditional Spanish coffee brand that has existed since 1887. They communicate to the public with the concept of “Good Things Last”. Despite having life-long loyal consumers, the brand wanted to obtain new clients.

Outcome
General and lifestyle media channels spread word of the launch. The book turned into a desired object for the new target group and it was spoken about both on and offline. Best of all, with design and a traditional format such as a book, we were able to reach a younger audience without alienating our older consumers; all while reclaiming something as good and antique as everlasting love (and our coffee).