Launched by Strauss Romania, the new campaign for Doncafé is mainly targeting women and specially working mothers, one of the main segment for Doncafé’s brand communication. Thus “Your Doncafé moment” it is a moment dedicated to them.
Women fulfill a lot of roles: mother, wife, sister, girlfriend, best friend, colleague… There are many and women have to face everything. Women take care of their homes and their loved ones. A regular day from the life of a woman means countless moments where she’s fully dedicated to others. This is the insight that we have discovered from studies around our target audience. We came to the conclusion that women need something that has to be only theirs. The moment offered by a cup of Doncafé.
Developed with McCann WorldGroup, “Your Doncafé moment” it is heavily promoted, with a communication budget of almost one million euros between October – December 2012. The communication mix involves: TV ads, online, cinema ads and PR.
Teams that worked on this project are:
- Strauss Romania: Razvan Mircea – Marketing Director Strauss Balkans, Andreea Zlate – Research & Planning Manager, Madalina Mitru – Senior Brand Manager Doncafé and Lucian Nistoroiu – On-line Brand Manager.
- McCann Worldgroup: Beatrice Iftimi – Chief Growth Officer, Dana Hogea – Group Account Director, Diana Ceausu – Head of Strategy, Cristina Calota – Copywriter, Ionuţ Coanda – Art Director and Tiberiu Munteanu – Head of Audio Video.
- Image PR: Andra Gherasim – Senior Account Executive.
- ISRA Center Marketing Research: Alice Mihai – Business Development Director.