Project:
Year:
Type / Category:
Location:
Introduction:
KCB Bank Rwanda
2015
Product Launch ATL Campaign
Kigali, Rwanda
QUESTION COFFEE
Powered by Women. Roasted in Rwanda.
Question Coffee is a specialty cafe and roastery in Kigali dedicated
to showcasing Rwanda’s finest coffee, grown exclusively by women
cooperatives. Every sip supports training and economic independence for
female farmers.
Theme: Tasting the Journey.
The Insight: Consumers want their purchase to matter. For this
anniversary, we need to transform the abstract concept of “10 years of
success” into a tangible product they can hold and taste.
The Creative Solution: We position the “Anniversary Blend” as the
physical embodiment of the timeline.
The Narrative: The copy “Each sip embodies a decade of positive change”
transforms the coffee from a simple beverage into a story. It tells the
consumer that by drinking this blend, they are participating in the
success.
The Call to Action: “Embrace a decade of change.” This is an active
invitation. It moves the consumer from being a passive observer to an
active supporter of the Sustainable Growers mission.
