Definition of the Brand and the Problem

Mikel Coffee, a well-known Greek coffee brand famous for its welcoming environment and delicious coffee, faced the challenge of introducing itself to the Serbian market as it prepared to open its first franchise store in Belgrade. The primary concern was to create a compelling campaign that would, not only capture the attention of the Serbian audience, but also reflect the essence of Mikel Coffee’s brand identity and values. Additionally, the campaign needed to integrate smoothly with the existing branding while incorporating local elements to resonate with the Serbian culture.

Possible Strategies and Solutions

In addressing the challenge, several strategies for capturing the essence of Mikel Coffee’s identity and connecting it to the Serbian market were considered. Possible solutions included:

1. Visual Storytelling: Using visual storytelling as the core approach for the campaign, thus allowing each post to narrate a part of Mikel Coffee’s journey from Greece to Serbia. This strategy aimed to give an announcement to Mikel coffee and general coffee lovers in Serbia and people from Greece living in Serbia that Mikel is coming.
2. Incorporating Local Symbols: Introducing iconic Serbian landmarks such as the sculpture of the “Victor” and the Tower Gardos into the campaign was done to establish Mikel Coffee’s integration into the local culture and landscape.
3. Maintaining Brand Consistency: Ensuring that the campaign’s visual elements, including colors and packaging, remained consistent with Mikel Coffee’s original branding to maintain brand recognition and coherence, thus the visuals were created around the branding color palette.
4. Social Media Platforms: Incorporating social media platforms such as Instagram and Facebook, and digital marketing channels to reach a wide audience and generate excitement about the brand’s arrival proved useful and successful.

Solution and Implementation

The chosen solution involved the development of a storytelling-driven campaign that traced Mikel Coffee’s journey to Serbia, highlighting its commitment to providing a welcoming environment and exceptional coffee experiences. We at Webility, the marketing agency tasked with implementing the campaign, worked on creating the most appropriate possible solution for the welcoming campaign with engaging content featuring Mikel Coffee’s signature products. The campaign introduction was precisely planned to coincide with the key points, such as the appearance of the brand’s location in Belgrade and the announcement of its opening date.

Results

The campaign generated significant excitement and impatience among the Serbian audience, as evidenced by high levels of engagement on social media platforms and positive feedback from local coffee lovers. The strategic use of storytelling and visual elements helped establish Mikel Coffee as a familiar and appealing brand in the minds of Serbian coffee drinkers. Furthermore, the campaign’s emphasis on community and cultural integration resonated well with the target audience, setting the stage for a successful launch and sustained growth in the Serbian market.

Analysis and Evaluation

Overall, it was evident that the campaign was effective in achieving its objectives of introducing Mikel Coffee to Serbia and generating excitement among coffee lovers while maintaining brand consistency and authenticity. The strategic use of visual storytelling and incorporation of local cultural references facilitated a seamless integration into the Serbian market, fostering positive brand associations and anticipation for the store opening. Moreover, it helped differentiate the brand from competitors. However, there were challenges encountered during the implementation phase, including logistical issues and cultural adaptation, which required flexibility and quick problem-solving by the team.

Lessons Learned

The outcome of this case is the importance of cultural background and storytelling adaptation in international brand marketing campaigns. It emphasizes how crucial is the significance of collaboration between global brands and local agencies to navigate the cultural world of the chosen country and effectively communicate the brand values. Furthermore, the success of the campaign demonstrates how important authenticity and community engagement are in building brand loyalty and driving business growth.

Summary of the Case

To summarize, Mikel Coffee, a Greek coffee company, partnered with us to launch a welcoming campaign in Serbia marking its expansion into Belgrade’s market.

The case explores not only the challenges in representing Mikel Coffee’s brand identity in a new cultural context but also the strategies employed to overcome these challenges.

Through storytelling and cultural integration, the campaign was the right move that led to the positive reaction among Serbian coffee lovers, thus paving the way for the successful launch and continuous growth in the market.