French bestselling coffee Carte Noire from Lavazza Group has entered the Danish market with their sophisticated and aromatic coffee products. The challenge was to establish awareness among many coffee brands in the market – and qualified recognition that does not confuse the brand with the competitor Café Noir.
Through target group insights, we came up with a concept to distinguish Carte Noire and set an agenda as a fashionable, delicious French coffee. The concept is called “Noire is the new black”, emphasizing the company as a trendsetter within the category. This became the guideline for all further executions.
From January 2020 we focus on the organic product range called Carte Noire BIO. Visible in large outdoor takeovers, on their social media channels and POS-materials in the supermarkets. BIO concept is: ‘Green nuances are the new Noire’ which lives under the overall marketing concept of being the New Noire: To dare, and to exude exclusiveness and good taste.