Focus on the essential - Kopi Luwak

Can advertisements help influence consumers to do the right thing for themselves? - One campaign example.

Purpose

Tesdorpfs new campaign "Focus on the essential" (German.="Fokussiere dich aufs Wesentliche") shall help consumers remember what is most important to them while they browse through a lot of ad clutter in the eCommerce environment during Black Friday and Christmas in a year with rising cost of living driven by crisis around the world and inflation rates beyond 10%.

Idea

The challenge is to not just save on quality or simply say less is more, but rather consider what brings you the most value in life and cut down on the things that bring you the least value. To make one personal example; This year I rather gift for Christmas presents I put in a lot of thought than a lot of money.

Solution

As each consumer might have different preferences and budgets translating into various decision curves of what brings you the best incremental value for the next 1€ you spend, we came up with our "focus on the essential" campaign, as "essential" can be very different to each of our consumers, but everyone can be reminded to "focus on" how to best spend their money. Now you might wonder why at Tesdorpfs we advocate focusing on the essential if our Kopi Luwak coffee is a very expensive luxury good. Our goal is to catch consumers with a high willingness to pay for high-quality coffee and remind them that good coffee can make you or the people you gift the coffee to happy. We also want to protect consumers with low budgets to not feel guilty after purchasing our premium-priced products and rather focus on other purchases bringing them a higher marginal value in life.

Discussion

Now, we would love to hear your feedback on our campaign and hear your suggestions on what would be the most suitable hashtag associated to it; suggestion number one: #focusessential . Please also let us know whether you have already been noticing the campaign while you were looking for Christmas gifts or coffee in online shops such as Amazon. You can find our products directly here on our shop: https://www.amazon.de/tesdorpf. For upcoming news and promotions follow us on Instagram: https://www.instagram.com/tesdorpfs_/ or directly here on LinkedIn: https://www.dhirubhai.net/company/tesdorpfs.

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