OUAN503 - The Brief:
Taylors Coffee
Engage younger customers with a new product innovation for Taylors Coffee
Background
Britain is fast becoming a nation of coffee drinkers. The rise of the big coffee chains followed by the independent coffee shop explosion continues to attract new consumers while methods of preparing great coffee at home have become more accessible.
The UK retail coffee market is a complex one with many different sub categories:
• Roast and ground typically using a cafetière or filter is in market decline
• Pod/Capsule market is the area of the market in strongest growth currently
• Micro grind or whole bean instant coffee continues to grow its share of the category
• Standard instant continues to be a part of many drinkers daily repertoire
• Beans (for consumers grinding their own coffee) is relatively flat
About the Audience
From an age perspective, the current Taylors audience is 35+. This brief is about the future of coffee drinking and as a result we’d like the focus to be entirely on the 16-25 year old demographic.
About the Brand
Taylors of Harrogate has been producing outstanding tea and coffee since 1886. As the number one filter cafetière brand, our promise is to deliver mind-blowingly good coffee. We follow our six guiding principles in everything we do:
• Prosperity – remain an independent family business
• People – value all stakeholders and reward them fairly
• Product – provide exceptional quality, customer service and value
• Processes – ensure precision and attention to detail
• Planet – our environmental approach goes beyond just good practice
•Passion – deep love and belief in what we do is at the heart of our business
The Creative Challenge
Create a new coffee product innovation for Taylors of Harrogate.
We’re looking for revolutionary ideas that can really shake up the coffee category. This should be a drink, preferably hot, and should avoid instant coffee and anything requiring the purchase of an electric machine to make it – i.e Pods/Capsules. Think about trends for this younger audience, where you could see the market going and how it will appeal whilst still fitting in with our brand values. What could be fashionable or desirable for 16-25 year olds in this space that isn’t currently out there?
It’s worth looking into the progression of coffee, often described as ‘waves’ or ‘generations’ to see how we’ve moved from very basic instant to embracing origin and new taste profiles. For the purposes of this brief, what could the fourth or fifth wave look like for this audience?
Essential things to bear in mind
We’re looking for a creative product idea. You should explore packaging, format, occasion and usage. This is not a communication or campaign brief. The output here should be Product Innovation.
This isn’t about licensing or partnering with brands in other categories. This should be a coffee product that delivers extremely good coffee that Taylors are known for.
As well as bringing your idea to life visually in as much detail as possible, please also provide a written summary of it in less than 300 words.
Deliverables and Additional Information
For guidance on how to submit your work, please adhere to the main Deliverables information which can be found at the YCN website.
Any additional information referenced in the brief can be found in the supporting Project Pack at the YCN website.
Engage younger customers with a new product innovation for Taylors Coffee
Background
Britain is fast becoming a nation of coffee drinkers. The rise of the big coffee chains followed by the independent coffee shop explosion continues to attract new consumers while methods of preparing great coffee at home have become more accessible.
The UK retail coffee market is a complex one with many different sub categories:
• Roast and ground typically using a cafetière or filter is in market decline
• Pod/Capsule market is the area of the market in strongest growth currently
• Micro grind or whole bean instant coffee continues to grow its share of the category
• Standard instant continues to be a part of many drinkers daily repertoire
• Beans (for consumers grinding their own coffee) is relatively flat
About the Audience
From an age perspective, the current Taylors audience is 35+. This brief is about the future of coffee drinking and as a result we’d like the focus to be entirely on the 16-25 year old demographic.
About the Brand
Taylors of Harrogate has been producing outstanding tea and coffee since 1886. As the number one filter cafetière brand, our promise is to deliver mind-blowingly good coffee. We follow our six guiding principles in everything we do:
• Prosperity – remain an independent family business
• People – value all stakeholders and reward them fairly
• Product – provide exceptional quality, customer service and value
• Processes – ensure precision and attention to detail
• Planet – our environmental approach goes beyond just good practice
•Passion – deep love and belief in what we do is at the heart of our business
The Creative Challenge
Create a new coffee product innovation for Taylors of Harrogate.
We’re looking for revolutionary ideas that can really shake up the coffee category. This should be a drink, preferably hot, and should avoid instant coffee and anything requiring the purchase of an electric machine to make it – i.e Pods/Capsules. Think about trends for this younger audience, where you could see the market going and how it will appeal whilst still fitting in with our brand values. What could be fashionable or desirable for 16-25 year olds in this space that isn’t currently out there?
It’s worth looking into the progression of coffee, often described as ‘waves’ or ‘generations’ to see how we’ve moved from very basic instant to embracing origin and new taste profiles. For the purposes of this brief, what could the fourth or fifth wave look like for this audience?
Essential things to bear in mind
We’re looking for a creative product idea. You should explore packaging, format, occasion and usage. This is not a communication or campaign brief. The output here should be Product Innovation.
This isn’t about licensing or partnering with brands in other categories. This should be a coffee product that delivers extremely good coffee that Taylors are known for.
As well as bringing your idea to life visually in as much detail as possible, please also provide a written summary of it in less than 300 words.
Deliverables and Additional Information
For guidance on how to submit your work, please adhere to the main Deliverables information which can be found at the YCN website.
Any additional information referenced in the brief can be found in the supporting Project Pack at the YCN website.
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