Campaign India Team
Jul 17, 2009

Lotte encourages arguments in new Coffy Bite campaign

With the aim of relaunching Coffy Bite for today's children, Lotte has launched its latest brand communication for the candy product. The campaign has been created by Rediffusion Y&R and urges consumers to argue, with its tagline, "Let the arguments begin".

Lotte encourages arguments in new Coffy Bite campaign

With the aim of relaunching Coffy Bite for today's children, Lotte has launched its latest brand communication for the candy product. The campaign has been created by Rediffusion Y&R and urges consumers to argue, with its tagline, "Let the arguments begin".

Minakshi Achan, chief creative officer, Rediffusion Y&R said, "We were tasked with relaunching Coffy Bite and leveraging the history of the coffee-toffee argument. Coffy Bite had lost its relevance amongst consumers over the years. The people who had seen the coffee-toffee argument have grown into adults. The current set of kids do not know about the Coffy Bite or the argument. The communication objective was to bring Coffy Bite back into the lives of today’s kids."
 
Achan says, that the idea behind the campaign was to move the argument from just being about the product, to a larger space, but keeping in mind that it is Coffy Bite that stimulates the argument with the rich taste of coffee. Arguments are stimulating and make our lives more interesting and fun."

Watch the commercial below:

 


The TVC begins with two frogs sitting in what seems like a lake, while a Coffy Bite gently floats towards them on a lotus leaf. Both frogs begin arguing about which of them the Coffy Bite is floating towards, while one of them swoops in and eats up the toffee. The camera then zooms out and the viewers realise that both frogs are part of a set. Two directors then begin arguing amongst themselves, one thinking that they should be using crabs for the advertisement instead, while the other one is firm in the belief that it's frogs that are more suited for the commercial.

Achan says, "Earlier it was confined to the argument being just about the coffee and the toffee, i.e the duality in the product. We saw potential in the argument space and took it beyond the  product.  Since coffee is present in the product, it  seemed  just right for us to vividly demonstrate how  coffee bite stimulates arguments."

She says the media mix will include a host of school activities where the frogs will interact with children, in addition to the TV commercial. Ambient outdoor will also be a part of the mix. The films has been shot by Michael Fink of Prime Focus. The creative team includes Minakshi Achan, Sagar Mahabaleshwarkar, Kishore Karumbaiah, Amit Charles and Natesan Basker.

Source:
Campaign India