The Business Problem

Robert Timms is one of Australia’s oldest brands of coffee, offering superior quality, freshly roasted beans. However this icon brand had fallen from market leader to eighth place. Consumers perceived Robert Timms as dated and unsophisticated when compared with exciting new international competitors like Lavazza who have European street cred. UNO had to reclaim coffee credentials for the House of Robert Timms.         

UNO's Creative Solution

UNO's Creative Solution
UNO mapped the competitive landscape and researched consumer attitudes. We found coffee credibility today is built at café level; the barista and the ambience imbue as much value as the beans in the blend. UNO designed a campaign that established Robert Timms as the brand that offers a sophisticated café experience at home. Our 360° solution included new product development, packaging design, experiential sampling and targeted media campaigns.         

The Outcome

The Robert Timms campaign was both memorable and brand re-defining. The campaign significantly and positively impacted on:

• Spontaneous brand awareness (8% to 27%) 
• Brand ranking, spontaneous (8th to 4th position) 
• Future brand consideration and consumption (frequency increased from a fortnightly to a weekly habit by 3 times)
• Additionally, a notable increase in prompted brand awareness (84% to 97%).