The Challenge

For the first time in 30 years, illy launched a new product in America.

Facing a sales decline in the US, we needed something to re-energize the brand, maintain loyalty, and be honest and truthful to the brand.

Our Solution

Explore. Discover. Delight.

We used 3 little words:
Explore. Discover. Delight.

With these three ideas, we wanted to excite the sales teams and the customers. This campaign showed consumers exactly what illy MONOARABICA is all about: single beans, created from the best of what illy has to offer from around the world.

We gave consumers a chance to explore exotic places, discover each spot’s unique flavor and experience the local delights, all via a unique video experience. Further, we created integrated in-store, POS & sales support, and continued the story with digital and social engagement.