THE NEWSPAPER THAT UNITED THE PRESS

TitleTHE NEWSPAPER THAT UNITED THE PRESS
BrandPARLE AGRO
Product / ServiceCAFE CUBA
CategoryA02. Flyers, Tickets, Invitations, Postcards, Calendars, Christmas and Other Greetings Cards
EntrantCREATIVELAND ASIA Mumbai , INDIA
Entrant Company CREATIVELAND ASIA Mumbai, INDIA
Advertising Agency CREATIVELAND ASIA Mumbai, INDIA

Credits

Name Company Position
Sajan Raj Kurup Creativeland Asia Creative Chairman
Anu Joseph Creativeland Asia Executive Creative Director
Sanket Avlani Creativeland Asia Senior Creative Partner Art
Sreekumar Puthanveetil Creativeland Asia Creative Director
Girish Narayandass Creativeland Asia Creative Partner Copy
Radhika Sukthankar Creativeland Asia Creative Partner Art
Divyanshu Bhadoria Creativeland Asia Creative Partner Digital
Pranav Nayak Creativeland Asia Young Creative Partner Copy
Manaswi Mohata Creativeland Asia Young Creative Partner Copy
Kushal Birari Creativeland Asia Young Creative Partner Art
Sanuree Gomes Creativeland Asia Creative Partner Art
Mithun Rajam Creativeland Asia Young Creative Partner Art
Jay Gala Creativeland Asia Creative Operations Director
Sejal Shrotri Creativeland Asia Young Creative Partner Operations

Brief Explanation

The challenge: For this sensitive launch, it was about getting the right kind of coverage. Our objective was to design an invite that would get a chosen few high profile journalists into one room, get them to feel the coffee revolution and unite them in one positive voice for Cafe Cuba. To ensure that they didn't treat it like yet another mailer or an invite and not respond.

The Brief

Back in 1993, Parle Agro was the biggest beverage player in India. An international cola giant entered the market and bought out all contract bottling plants of Parle Agro. Cornering the company to sell all their flagship brands, and sign a non-compete clause that prohibited them from producing any carbonated drink for the next decade. 2014, Parle Agro was re-entering the carbonated drinks category with Cafe Cuba. Positioned as The 'Coffee Revolution', it was India's first carbonated coffee beverage. For this sensitive launch, they wanted us to design a compelling invite addressed to some of the high profile journalists.

How the final design was conceived

To invite them we didn't just create a direct mailer. We created a newspaper called La-Revolucion, in keeping with the idea of Coffee-revolution. This newspaper was delivered at their doorstep with their usual morning newspaper. The front-page carried the respective journalist's picture with a cleverly disguised personalized invite. The rest of the paper carried original, freshly written articles with clues to the revolutionary launch. All of these carried references to revolutions, the product and its taste. The entire design – from the fonts, the colours, the illustrations to the very format – reflected the revolutionary nature of the event.

Indication of how successful the outcome was in the market

For a medium with an average response rate of 3%, 100% of the invitees responded by attending the launch event. Even though we invited only the top 30 journalists, more than 120 newspapers and news channels talked about the revolution that was brewing. And the re-entry of Parle Agro after two decades. Top Indian blogs and online business publications covered it too. For a launch event that cost less than $5000, the brand garnered Earned-PR worth $2 million.