| Title | Aroma Pore |
| Title (original language) | Aromaporen |
| Agency | Gramm Werbeagentur GmbH |
| Campaign | Melitta |
| Advertiser | Melitta |
| Brand | Melitta |
| Posted | September 2003 |
| Product | Melitta Coffee / Melitta filter bags |
| Product (original language) | Melitta Kaffee / Melitta Filtertüten |
| Business Sector | Coffee, Tea, Chocolate Drinks, Breakfast Drinks |
| Tagline | Melitta turnes coffee into delight |
| Tagline (original language) | Melitta macht Kaffee zum Genuss |
| Story | A nice person. A table and a chair that hes sitting on. Nothing else. No equipment, no pan shots, no music. He talks directly to the viewers as if telling short stories to a friend. He is none of the usual advertising testimonials. Hes an anti-advertising type. He laughs at the end of the commercial as he has to take out and show the product because he actually feels embarrassed. This humour is completely out of the ordinary in a coffee commercial. |
| Philosophy | A campaign for coffee that focuses on an authentic person. A campaign for a low interest segment in general. Without a new benefit, or new reason why. Just for simply delicious coffee. A protagonist that people would welcome as a friend, whom they trust and believe. And all this within the scope of an umbrella campaign for a business area that unites coffee, filter papers and coffee machines: Melitta coffee enjoyment. The media jumped on that unusual formats made him a hero. An unknown weather man from the smallest weather station in Germany suddendly gets 1000s of letters from women. He is invited in TV talk shows and becomes a famous celebrity out of the blue. So does the brand. The business jumped on about 3,6% to 40,3% quantitive market share and while the campaign polarized strongly became talk of the town for some years. |
| Problem | Melitta, as the inventor of the coffee filter, traditionally enjoys a high level of awareness and image concerning filter papers. However, the same does not apply to its coffee. Yet without coffee competence, the brands position is open to attacks and jeopardized. This is why the image, awareness and market share of Melitta Coffee (less than 5%) must be built up to a much higher level. |
| Media Type | Television |
| Length | |
| Market | Germany |
| Account Director | Ute Lisenfeld |
| Creative Director | Doris van Hasselt-Berger |
| Creative Director | Uwe Koebbel |
| Account Director | Wolfgang Terasa |
| Production Company | Baumgarten TV |
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- BRAND:
- Melitta
- AGENCY:
- Gramm Werbeagentur GmbH
Embarassing
- BRAND:
- Melitta
- AGENCY:
- Gramm Werbeagentur GmbH