Challenge(s)

1. Kulta Katriina’s long-standing concept, “For Finnish Coffee Culture,” has elevated the entire coffee category rather than distinguishing the brand—ultimately benefiting competitors nearly as much as Kulta Katriina itself.

2. Despite being highly comparable to the market leader in quality, Kulta Katriina has struggled with perceptions of being a lower-quality coffee.

Strategy

Because almost any coffee brand could claim “For Finnish Coffee Culture,” we needed a new concept that places Kulta Katriina truly at the center. A concept that forges a deeper emotional connection while remaining firmly rooted in Finnish coffee culture.

Idea

Heille, jotka ansaitsevat Kultaa. - For those, who deserve Gold.

A concept that not only places Kulta Katriina at its core but also elevates its perception of quality.