GOLD: Tassimo submitted by MediaVest Canada
Kraft’s Tassimo led the revolution in gourmet,
on-demand coffee, but was facing increased competition. The stylishly-redesigned Tassimo hot beverage brewer needed to break through the holiday clutter with a limited budget. Although television is a mainstay in the packaged goods world, the MediaVest team believed that Tassimo would be purchased by higher-income households who were devotees of home and shelter magazines. By breaking down long-standing editorial-advertising conventions, the team created a clear acetate overlay of the Tassimo brewer as their ad and strategically inserted it over an editorial layout of a dream kitchen. Readers could immediately imagine Tassimo on their kitchen countertop as an essential appliance.