Cypriot coffee is a cherished local tradition, but it wasn't resonating with millennials. As it seems, millennials consider Cypriot coffee to be a beloved part of our tradition and culture, yet too old fashioned. They are nostalgic for grandma’s biscuit dip in their Cypriot coffee (voutti), a tradition they once cherished but which is now forgotten in grandma’s cabinet. So, after more than 77 years in the market, the iconic Cypriot brand made a bold decision to refresh its image and connect with new audiences. Rebranding, it is! After identifying the brand's target audience through extensive market research, including focus groups, our 360° rebranding campaign successfully evoked nostalgia by emphasizing the tradition and timelessness of the brand. A sentimental and high-production-value TV spot, the launch of new packaging designs, and a modernized coffee-making experience captivated millennials while maintaining its appeal to traditional brand loyalists.
Today ‘voutti*’ is undeniably a Millennial thing!
*voutti - the biscuit dip to Cypriot coffee
