The plant that built an empire, on the cup that holds it.
Targeting
Museum-going public, coffee shop customers
Cultural institutions compete for attention against far larger media budgets. Rather than buying reach, this campaign bought relevance, putting the exhibition’s own subject, coffee, directly into the hands of the exact audience it hoped to attract.
Challenge
Competing for awareness
Museum exhibitions typically rely on limited local advertising and word of mouth, competing for awareness against better-funded entertainment and retail campaigns.
Why it worked
The medium is the message
The exhibition explores coffee’s cultural impact, so the coffee cup was the obvious medium. The message arrived in the very product the show is about, in cafés local to the museum’s audience.
More work
