A new coffee occasion also needs a new route to market.
Café Smooth gives cold coffee a new occasion: a refreshing break after physical activity. Our research into distribution partners connects the product concept with the introduction of Douwe Egberts Ice Coffee in Belgium and France.
Coffee as a cold refreshment.
The concept starts from a familiar situation: taking a break after physical activity. A cool, smooth and rounded coffee drink gives coffee another place in the day, alongside the familiar hot cup.
This positioning brings product development and marketing close together. Getting the taste right is only part of it. The moment someone sees the drink, how it is served and the point-of-sale context also determine whether the proposition is understandable and appealing.
A tangible proposition for hospitality.
A sleeved 200 ml glass bottle with a crown cap, a matching glass and a tray of twelve make the proposition tangible. The proposed introduction starts in hospitality.
Point-of-sale materials and demonstrations in cafés form part of the support. Operators gain a story to tell and a practical way to serve the drink.
Testing appeal before scaling up.
A Dutch concept test examined the product's appeal, purchase intent and perceived uniqueness. The feedback helped identify the concept's commercial potential.
Concept feedback is a starting point for further validation. The next question is whether people can discover, try and buy the product again through the selected sales channels.
Finding the right distribution partners.
In-market research identified distribution partners for the launch of Douwe Egberts Ice Coffee in Belgium and France, focusing on commercial access to the market.
A relevant consumption occasion and the right partners reinforce each other. The product needs to fit the occasion and be available where people want to try and buy it.
A strong product idea gains commercial meaning when consumption occasion, point of sale and distribution work together.