Douwe Egberts: Talking cup

Strategy: The coffee brand Douwe Egberts wanted to sell more coffee. They based their campaign on the insight that every good conversation is held while having a cup of coffee. At home, at work or at a restaurant. So how do we sell more coffee? Simple: create more conversations.

Idea: Based on this strategy, Douwe Egberts launched the campaign “A good conversation starts with Douwe Egberts”. To support this campaign, they created the “conversation cup”. A coffee cup that helps you choose a conversation subject. Simply put your spoon in the cup and let it decide for you.

Results: The campaign led to a lot of heated conversations at the workplace and restaurants where they were distributed. They gave a great boost to the campaign “A good conversation starts with Douwe Egberts”.

Advertising Agency: Duval Guillaume Brussels, Belgium
Creative Directors: Katrien Bottez & Peter Ampe
Copywriters / Art Directors: Hans Kerkhoff, Raoul Maris
Strategic Planner: Katrien Bottez
Media Planner: Annemie Verschueren
Account handling: Matthias Dubois, Annelies Van Der Donck
Print Producer: Claudine Sweers
DTP: Arnaud Duval

November 2009


Jaap Grolleman's picture
Jaap Grolleman
6992 pencils

Oh that's great, great. I'm not sure weither the spoon should choose the topic of your conversation but the idea of the spoon in a cup of coffee deciding something is great, I love it. It makes the coffeecup something interactive.

matks's picture
476 pencils

I'm not sure about the "spoon choosing topics" either. I think "Choose your topic" would do, without giving life to a plastic spoon. But otherwise it's a very cool piece of ad. Insight is here, it's smart and true. Great job.

MADMEN's picture
25 pencils

That's really cool. Great idea.

Guest's picture

Let's all give a big hand to Annelies Van Der Donck for this work on Douwe Egberts. Two great names that go great together.

WillyLatasa's picture
616 pencils


"Bright ideas bring better results"

silvi's picture
4172 pencils

Very creative.

AlexTe's picture
12 pencils

what a good idea!

JamaisVu's picture
408 pencils

Very appropriate for coffee. Most conversations take place over a cup of coffee.

Guest's picture

Duval Guillaume rocks!

Martingalle's picture
22 pencils

Really well done, it is true that we can easily imagine people playing with the cup during their coffee break.
A possible extension for a salary comparison website : a boss could pay a coffee to one employee who asks for a wage increase. Around the cup are different possible amounts of increase. Make the employee turn the spoon and see where it stops ! To me a good way to give some extra taste to the coffee !

Guest's picture

I think the hierarchy is off a little bit, cool idea. a little too messy with the type.

rolling.stone's picture
2740 pencils


but only "choose your topic" also would do


~ Quite obviously, I have gathered no moss ! ~

jipei's picture
76 pencils

Very clever

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