Known to the international public as Mary in “The Passions of Christ”, the Romanian actress Maia Morgenstern is the endorser of a new Doncafe campaign, “Feel the richness of Taste”, signed by Leo Burnett Romania
Strauss Romania launches, in October, a new communication campaign for Doncafe brand and chose to communicate the rich taste, characteristic to the brand, through the association with Maia Morgenstern.
Maia Morgenstern was chosen as brand’s endorser after a study made together with GFK. The study showed that, out of the 38 personalities identified by the respondents, Maia Morgenstern was the one that generated the most awareness, association with the coffee world, compatibility with the brand and power to convince the consumers.
Doncafé is the 1st brand that Maia Morgenstern decided to endorse. “I chose to be Doncafé’s because we have something in common – passion for unique experiences, for the little passions of life. Doncafé is for me a source of inspiration, a refuge, a moment to relax and a reason to socialize with family or theater colleagues”, she said.
The new campaign was developed by Strauss and Leo Burnett and will run from October until December, with executions on TV, OOH, radio, online, press and indoor. The campaign’s budget is Euro 4.5M and includes integrated activities of advertising, PR, POS actions and communication.
Campaign’s ads were directed by Alessandra Pescetta (Italy).
Strauss team that coordinated the new campaign includes Razvan Mircea – Marketing Director Strauss Romania, Raluca Paun – Group Brand Manager Doncafé, Ruxandra Petrescu – Senior Brand Manager and Andreea Zlate – Research & Planning Manager.
Leo Burnett’s team that worked on the campaign: Lorand Balint – Head of Brand Communication, Victor Stroe – Planning Director, Carmen Tiderle – Creative Director, Tudor Cuciuc – Creative Director, Andrada Radulescu – Copywriter, Virgiliu Andone – Art Director, Cristina Corbu – Brand Communication Manager and Razvan Giurcaneanu – AV Producer Manager.
Image PR’s team that handles the communication about the new campaign includes Claudia Agafitei – Account Director, ex-Ogilvy PR, and Andra Gherasim- Account Assistant.