+1 Kommunikationsbyrå AB was strategically and creatively responsible for the assignment together with Löfbergs, and Context Media was the responsible media agency.
Löfbergs has been on a downward trend for a long time. The brand has lost market share and relevance over a 20-year period and was number 4 in Sweden.
In 2022, the mission was created with the aim of regaining a leading position in the category by filling the brand with relevance and value again.
The challenge was to create growth for Löfbergs within a category that is declining, due to changing drinking habits, with the existing budget and no new launches.
Löfbergs had been on a downward trend for a long time. The brand had lost market share and relevance over a 20-year period and was number 4 in Sweden (market share volume).
The coffee market is notoriously difficult to navigate, especially for those who are not market leaders – and Löfbergs had held fourth place for many years. Other players had successfully created clear positions in the market. Either like Zoegas, which is associated with specific product characteristics that have been popular, such as dark roasted coffee, or like Arvid Nordqvist, which has had the largest media budget in purchased media for several years.
Löfberg's self-confidence faltered and various campaigns to modernize the brand and gain market share were unsuccessful.
The family-owned brand had a lot of history, pride and good values. And not least, Löfbergs is the most sustainable company and coffee on the market. But none of this made it to the market or produced the desired results.
Our challenge was simple: How do we bring a dormant brand back to a leading position in the coffee category with an unchanged budget? In addition, the category as a whole was declining as a result of changing drinking habits away from coffee. How do we create growth for Löfbergs in a category that is losing?
In 2022, the mission was created with the aim of regaining a leading position in the category by filling the brand with relevance and value again.
Strategic choices, insights and design
entry point
The driving force analysis showed that morning coffee is the moment people associate with coffee and the gateway to the day's coffee consumption. No actor owned this moment and the opportunity existed to use Löfberg's origins - the family business that gets up every morning and does more than is required.
The solution was: What are you standing up for?
Positioning was explored with Kantar's BrandPower.
Audience
The growth strategy meant that we prioritized the large target group of coffee buyers, heavy users (everyone, 30-56 years old).
We embraced these existing large consumers and, together with the other prioritized group, Storstad, there were driving forces around genuine originality, folk and fair values.
Distinctive assets
We highlighted Löfberg's beloved and overlooked colors that were made into heroes. All units were designed to recreate memory structures linked to purple and yellow. For example, the commercials start with What are you standing up for? in these colors.
Value-driven
In addition to the fact that What do you get up for? is associated with the morning and the first cup of the day, it suggests the drive to take on the day and achieve something. The Löfberg family goes their own way and does more than what is required from bean to cup. This was summarized in “We get up for a better morning coffee” in response to the question we asked consumers. The value-driven is elegantly combined with the morning coffee.
Tonality
We made the advertising as popular, authentic and transparent as Löfberg's. Instead of superficial, cool, we documentary-styled it to highlight people at campsites, on the playground in a town in Dalarna, in a gymnastics club in Täby, a dance band-loving flea market owner in Värmland, etc.
Reality often surpasses poetry when one dares to go beyond controlled creation.
Löfbergs are the only ones to increase, by a whopping +42%, when the category decreases by -7%.
Löfberg's market share has increased from 17% in 2022 to 24,5% in 2023 and the brand is now number 2 in the Swedish market.
The assignment has been awarded Gold in the 100-watt category.