Taylors Coffee: The Power of Obvious

Taylors, a coffee brand, launched a campaign in the UK to raise penetration of coffee bags to 4% of UK households.

Campaign details

Brand: Taylors Coffee Agency: Lucky Generals


As planners, we're a bit afraid of the obvious. It makes us look like we're not adding enough value. Where's the audacious pivot? Where's the unexpected leap?

This is a story about how planning overcame its fear of the obvious, recognised obviousness as a powerful strategic platform, championed and protected the obvious, and ultimately proved its commercial worth.

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