Cash for Coffees
For a long time, coffee and Extra had a problem/solution relationship, making coffee the enemy. As times changed and coffee became a cultural love, consumers were enjoying the lingering taste of a good cuppa. That said, consumer research showed they were still reaching for the gum, not after coffee, but just before their next social occasion – meaning you can enjoy your coffee's flavour and then fresh breath when you need it. To move beyond coffee-is-the-enemy work, we leaned into the semiotics of coffee to disrupt in-store – and rewarded our consumers with cash for their coffees.