News//Budgets
Julius Meinl coffee inspires
“Julius Meinl. Inspires poets since 1862.”
Julius Meinl CEO Marcel Loeffler comments on the worldwide mission of the company: “What unites Julius Meinl coffee with poets and poetry is not only Viennese coffeehouse culture with its writers, it is the force to inspire. He who enjoys his cup of coffee, takes a break and is open for new ideas. Poetry does this on an intellectual level. It is pure pleasure and creates room for something new. Coffee and art are like brother and sister, they inspire and transform daily routines into poetic moments.”
Julius Meinl coffee would like to raise awareness for the power of poetry with its poetry-initiative and thus bring more joy to life. Numerous actions on a digital, as well as analog level will give an Austria-wide and international impulse to experience poetic moments with Julius Meinl coffee.
Poetry/start with TV-spot “Falco the Poet”
As an inspiring prelude of the poetry-offensive, the domestic creatives of DEMNER, MERLICEK & BERGMANN designed the TV-spot “Falco the Poet”. Mariusz Jan Demner, together with the internationally renowned advertising- and marketing strategist Michael Conrad, developed the poetry concept to its creative execution: ”Julius Meinl coffee has always worked together closely with very successful and famous personalities. While repositioning the brand as an inspiration for poets, we want to stay true to this tradition, while still taking on new, extra-ordinary and poetic ways. Not only should the brand’s positioning result in a unique standing, the implementations per se should be unique by themselves. And thus should create attention, relevance and emotion throughout this highly demanding and selective audience. That is why we have chosen Austria’s most remarkable and enigmatic poet: Falco. Together with Julius Meinl coffee we have inspired him to his ultimate comeback. Therefore, the Viennese coffeehouse culture has been reinterpreted and placed right into the present time.”
One-word strategy of successful brands
Michael Conrad, President of the “Berlin School of Creative Leadership”, and an internationally active consultant for brand evolution: “Successful brands are clearly segmented and positioned in their markets and align their products and services to a clearly defined target group, where products and services fulfill functions, but the culture makes the brand. Trademarks, whose unique cultures are leading the brand include Disney with “Magic”, Volvo with “Safe” , or Apple with “Creative Genius”.
Origin determines future: Julius Meinl coffee stands for “Poetry”
The international brand- and advertising strategist to the development of a one-word strategy for Julius Meinl coffee: “The national and international development of the brand-icon Julius Meinl demands such a clear definition, whereas our origin defines our future: “Julius Meinl inspires poets since 1862.” Since 1862 Julius Meinl – starting with its coffee mixes in Viennese coffee houses –inspired the main clientele, which included poets, painters, sculptors, writers, musicians, singers, journalists, action and video artists, advertisers, digital nerds and the creative community poetically. The poetic Julius Meinl coffee is an integral component of Viennese coffeehouse culture.
Starting now the one-word strategy ‘Poetry” leads all activities of the internationally successful business. Starting with poetic coffee-mixes and services to events, promotions and communication on analog and digital platforms. Aiming to identify the icon Julius Meinl beyond all boarders as a poetical coffee and inspiration and to create a community.
Marcel Loeffler adds: ‘With the poetry theme we are able to bridge the gap from the international ambassador of Viennese coffeehouse culture into the digital era. The TV-spot conveys this switch emotionally without the use of too many words. The subsequent activism makes the message come alive. We start Poetry in Austria and carry it – step by step – out to our global markets.”