latest copy

 

About

Swart.

It’s the power and chemistry that ignites when two unlikely entities come together.

The result: an ultra smooth, sophisticated cold brew coffee with a kick that steadily follows.

 

Cold Brew Coffee

Swart is not iced coffee. It’s cooler than that.

Swart is distinct. Unlike regular coffee and iced coffee, it is an unconventional romance between the finest single origin coffee and cool filtered water. The coffee is steeped in purified water for up to 24 hours, depending on the character of the bean. This creates an intensely refreshing, full-body extraction.  

 Swart cold brew coffee comes with benefits.

Triple-filtered Swart is smoother than your regular cup of Joe, with a complex profile to boast about.

As a result of meticulous attention to the way in which the coffee grounds maturate in the cold water, Swart is well balanced with low acidity.

Its charm lies in its floral, robust flavouring and highly concentrated caffeine content, which slowly seeps through its elegant character.

The uncommon flavour compounds that cold water extracts from the bean is what causes this unique, naturally sweet identity.

Hot water scalds coffee during extraction, along with all its health benefits. Due to Swart’s cold brew process, the coffee retains high levels of antioxidants and is completely without any additives or sweeteners.

  

latest copy

copy

About

 Swart.

 It’s what happens when you combine two unlik­ely entities.

 It’s the magic and chemistry that ignites between the two when they come together for periods longer than 12 hours.

 The result: an ultra smooth, sophisticated cold brew coffee with a kick that steadily follows.

 Cold Brew Coffee

Swart is not iced coffee. It’s cooler than that.

Swart is distinct, unlike regular coffee and iced coffee, it is an unconventional romance between the finest single origin coffee and cool filtered water. It’s steeped in the purified water for up to 24 hours, depending on the character of the bean. This creates an intensely refreshing, full-body extraction.  

 Swart cold brew coffee comes with benefits.

 //Swart is smoother than your regular cup of Joe, with a complex flavour profile to boast about.

 //As a result of time and maturity, Swart is well balanced, naturally sweet and low on acidity.

 //Its charm lies in the highly concentrated and powerful caffeine content, which slowly seeps through its elegant character.

 //Swart is high in antioxidants due to its cool nature, and completely without any additives or sweeteners.

copy

research: successful brand characters

The best advertising characters:

  • Capture the identity of a brand and its offerings (e.g. The Marlboro Man showed that Marlboro cigarettes weren’t mild, lady cigarettes)
  • Are memorable
  • Evoke emotion

Equally as important, the characters stick around over time, and through their regular use, the characters strengthen the bond they’ve created with consumers. Think about it: Would the Geico Cavemen have been as effective if they’d only showed up in one ad? Of course not. Building relationships takes time, and that’s why characters are used for years, even decades.

Take a look at the following 5 characters. All of them meet the points on this checklist.

1. The Marlboro Man – Love him or hate him, there’s no disputing just how effective the Marlboro Man was. The macho icon positioned Marlboro as a real man’s cigarette. Even when reports came out about cigarettes causing cancer, consumers followed the rough-and-tumble image created by the Marlboro Man and continued taking charge and lighting up. In the year the Marlboro Man was introduced, the company’s sales rose by an incomprehensible 3,241% over the previous year.

2. The Energizer Bunny – The Energizer Bunny is the perfect ad character because it does a perfect job of capturing the product’s unique selling proposition: batteries that last longer than all others. Many found the Bunny to be annoying, but that’s the point. He doesn’t stop, and neither do Energizer batteries.

3. Ronald McDonald – Ronald McDonald is McDonald’s. He captures the fun, friendly vibe the fast food restaurant uses to appeal to kids and their parents. There’s even a charity attached to his name, further humanizing the character and the company. It’s no coincidence that Ronald McDonald’s introduction coincided with McDonald’s becoming the dominant fast food chain.

4. Geico Cavemen – Geico knew that buying insurance was a hassle. Customers would rather inflict self harm than go through the irritating process of switching their insurance. They needed a way to show customers that switching to Geico was incredibly easy. What better way to do it than by placing Neanderthals in a modern setting? “So easy, a caveman can do it.”

5. Snap, Crackle, and Pop – Again, these characters perfectly exemplify what makes Rick Krispies so unique. Eating Rice Krispies was an experience. The cereal would literally make snap, crackle, and pop noises, making it fun for kids and something that separated the cereal from all others out there. Never underestimate the role sounds, noises, smells, and the other senses play in making your product memorable.

research: successful brand characters

presentation feedback

I was unsure about whether or not to use the word ‘crafted’ or ‘brewed’ in the website copy.
It was said that I should stick with ‘brewed’ because of SEO reasons – using a word that is more popular/synonymous with coffee rather than beer.

In terms of Narrative:
– Must appear more high profile.
– Employ more signifiers of ^ lifestyle… sophistication, events, culture and brands in the Campaign/Twitter feeds.
– More black, in terms of attitude.

look at Cult Couples > look at Mr. & Mrs. Swart > what do they offer and what can they do?

We can exaggerate a lot more, be more playful and more specific. Don’t hold back – ‘safe’ is where ideas go to die.

presentation feedback