Coffee Vs Gangs: How a strong brand purpose changed lives in Honduras and changed fortunes for Kenco

IPA Effectiveness Awards Case Study 2016


This paper adds to this evidence on the power of brand purpose to deliver not only social good, but also a substantial commercial return. An ethical stance has long been part of Kenco’s DNA. But as competitors followed its lead, its ethical leadership position was eroded, and Kenco’s sales suffered. ‘Coffee Vs Gangs’ marks the revitalisation of Kenco’s brand purpose and the defence of its profitable, premium-priced position in the market. With a revenue ROI for TV over three times the FMCG average, the Coffee Vs Gangs campaign demonstrates the power of a purposeful brand idea, not only to save lives, but also to deliver a strong return on investment. It also proves the value of social media in purpose-led campaigns, both in driving engagement and delivering a substantial and measurable sales effect.

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“We learnt that, given the chance, most people will cheer on brands and companies who are championing for a better world.”

Martin Andreasen, Category Lead Hot Beverages
JDE International

Winners 2016

Bronze Winner

Title

Coffee Vs Gangs: How a strong brand purpose changed lives in Honduras and changed fortunes for Kenco

Brand

Kenco

Client

JDE International

Agency

J. Walter Thompson

Principal Authors

  • Alex Huzzey - J. Walter Thompson
  • Eleanor Metcalf - J. Walter Thompson

Contributing Authors

  • Grace Kite - The Effectiveness Partnership

Credited Companies

  • J. Walter Thompson - Creative Agency
  • Proximity - Digital Agency
  • PHD Media - Media Agency

This case showed a really strong use of channels to drive mass awareness, allowing people to dig deeper and share the story. It also had a very different approach from the average FMCG campaign, resulting in a positive profit ROI that can often take three years in this category. Georgina Williams, Volvo UK

Shortlist 2016

Bronze Winner

Title

Coffee Vs Gangs: How a strong brand purpose changed lives in Honduras and changed fortunes for Kenco

Brand

Kenco

Client

JDE International

Agency

J. Walter Thompson

Principal Authors

  • Alex Huzzey - J. Walter Thompson
  • Eleanor Metcalf - J. Walter Thompson

Contributing Authors

  • Grace Kite - The Effectiveness Partnership

Credited Companies

  • J. Walter Thompson - Creative Agency
  • Proximity - Digital Agency
  • PHD Media - Media Agency

This case showed a really strong use of channels to drive mass awareness, allowing people to dig deeper and share the story. It also had a very different approach from the average FMCG campaign, resulting in a positive profit ROI that can often take three years in this category. Georgina Williams, Volvo UK

Coffee Vs Gangs: How a strong brand purpose changed lives in Honduras and changed fortunes for Kenco

IPA Effectiveness Awards Case Study 2016


This paper adds to this evidence on the power of brand purpose to deliver not only social good, but also a substantial commercial return. An ethical stance has long been part of Kenco’s DNA. But as competitors followed its lead, its ethical leadership position was eroded, and Kenco’s sales suffered. ‘Coffee Vs Gangs’ marks the revitalisation of Kenco’s brand purpose and the defence of its profitable, premium-priced position in the market. With a revenue ROI for TV over three times the FMCG average, the Coffee Vs Gangs campaign demonstrates the power of a purposeful brand idea, not only to save lives, but also to deliver a strong return on investment. It also proves the value of social media in purpose-led campaigns, both in driving engagement and delivering a substantial and measurable sales effect.

Click to purchase this case study >