Rainbow evaporated milk had been synonymous with tea whitening – but when it came to coffee, consumers were using different kinds of whiteners, with creamers dominating. While the creamers available in the market were non-dairybased, we tracked consumers’ digital footprints to discover they are looking out for healthier options. Rainbow identified these as opportunities and launched Rainbow for Coffee, a specialised milk for How a campaign spurred growth for Wavemaker’s client and an award for the agency coffee that delivered on consumers’ expectations of taste and health.
We learned the mid-morning coffee it always whitened coffee, which stimulates thinking and brightens up the mood. This gave rise to the core insight: A hot cup of rich and creamy coffee in the morning transforms my mood to get me going. But not all coffee lovers are the same. Therefore, we deep-dived to understand their specific interest areas such as grooming, me-time moments, preferred content, music, gaming and sports. This led us to slice consumers into nine different segments with nuanced interests and behaviours. The key was to map segments’ behaviour against their purchase journey and weekend vs. weekday strategy to match their shopping patterns. The journey was layered with media touchpoints to reach coffee lovers at the right moment with the right message.
Segmented audiences were served with different interest-related creatives to drive association. Of the nine segments, two were further amplified through content partnership. We partnered with leading Arabic music application Anghami to sponsor the “Acoustic Morning” playlist and the most trending playlist, “Essential Pop”. For cricket lovers, we leveraged on cricket, targeting the 20- to 45-year-old Asian audience through the Pakistan Super League. The results were stupendous. Rainbow for Coffee achieved three times more growth in market share than planned. The awareness went up twice more than the current average. For the trialists, we overachieved the target numbers by 30 per cent.
