Creativ

e Brief
Bru (HUL)

Joyeeta Ghosal (99 B)

What is the key challenge we are facing?
Bru is perceived as a cheap, low quality coffee whose taste and aroma are not as liked as that of its
competitor brand Nescafe. It is perceived to have a bitter and strong taste unsuitable for the non-
South coffee drinkers.

Who are we talking to?

He is a tea-drinker who is prefers tea as his first morning drink.
He is a high school student appearing for his board exams. He burns the midnight oil and needs a
warm drink that rejuvenates him in between his studies.
She is a young corporate professional who has bosses screaming at her all day and important
deadlines to meet.
They are an old couple who are lonely because their kids live abroad or are married. The drink brings
back the strength to continue and the warmth of togetherness between them.

What do they think, feel and do currently?

They are ambitious. They are lonely. They live on their own. They want strength to continue their
high pressure daily lives.

How do we want to change or reinforce this?

We want to position Bru as a replacement for tea as a person’s first morning drink. We want to
replace the products of Bru like cold coffee to replace soft drinks like Coca-Cola and Pepsi. We want
to show how Bru can energize their senses after waking up, during breaks in excessive work or study
pressure, during long nights before exams or prior to important client presentations, or for the old
generation to continue living their lives with zest.

If we could convince them of one thing, what would it be?

The one thing that we could and should convince them of is the innovation that Bru practices which
offers customer-centric product offerings. Be it the SKUs which are inexpensive and handy for
students living in hostels, or the little plastic lock which helps in easy storage for the homemakers, or
the varied range of product line extensions like cold-coffee and Cappuccino in different flavours. We
have something for everyone.

Why should they believe us?

They should believe us because we are the market leaders in the South and we are an established
Indian brand for over 40 years with a lot of credibility and innovation. We will urge them to try
starting the day with a mug of Bru coffee and see the difference.

How will we know if we’re succeeding?

We will know if we are succeeding if there is a surge in the sales in the next quarter and it keeps
rising consistently for the next 3 years. Also, success can be measured by post-purchase feedback
from the users which can be done through surveys.

What do we need and when?

The campaign should kick start on new year- January 1 st- strength to begin afresh with new hope and
vigor. This will also ensure tapping on the winter time when coffee consumption is high. The angle of
product innovation has to be highlighted through showing how Bru has different products in winter,
say Cappuccino, and in summer like cold coffee. TV commercials have to be done on pulsing basis-
increasing the frequency during board exams, March-end Auditing time in companies, during
monsoon when people are caught at home, etc.