It’s not me, it’s you!

Nicole SolisSonya Gonzales

ProblemBehavioral change can be a slow process and at times met with resistance. However, most consumers are happy to take advice from and listen to their friends or close associates, they are happy to tweak their behavior if there is a peer-related groundswell impacting on cultural trends.

Tops Off is looking for consumers to rethink their use of plastic lids and to consider alternatives to say no to the addition of toxic and polluting elements on our walk-to-work or mid-morning or after-lunch-pick-me-up cup of Joe.

The problem is scale of conversation. Consumers respond well to the client’s story but their media reach is currently limited. Tops Off intends the conversation to escalate across corporate and other work-related environments, encouraging a ripple effect of topless action among co-workers and effectively designating the plastic lid to the landfill of history.

Tops Off wants to target workers and students in the Silicon Valley/SF Bay/Monterey Bay areas of California with scope to grow the message via digital media and word of mouth. Many of these people are environmentally aware, possibly environmentally responsible and active, Millennial/Gen X bunch of people who work in corporate environments or attend college. They are open to new ideas, care about the world they are inheriting and want to create change. They are leaders and influencers with the potential to spread a habit among their wider group. Technologically able, always connected, passionate sharers, they have a wide group of associates and friends, enjoying an active lifestyle and are impatient, wanting change to happen quickly.

IdeaIt’s not me, it’s you. After completing research and focus group efforts, we’ve found that users don’t respond well to “perceived do-gooders” or “preaching campaigns.” We’ve re-framed our campaign to focus on the actual relationship that people have with the coffee itself, rather than just the negative impact of the lid alone. We are personifying coffee as a relationship partner to the user who is fed up with the synthetic wall (plastic lid) that threatens to poison the relationship. Don’t toxify the relationship!

SolutionWe have created a set of creative executions in which the client can leverage in order to start a movement among the target audience in our new campaign, It’s not me, it’s you. We have created a broken-hearted icon made from a plastic lid and placed it over several forms of coffee imagery to create our posts on social media channels that our target frequently consumes media from, such as Facebook, Instagram, and Snapchat. We have also created a Buzzfeed article that intrigues readers to determine their dream dates by the type of coffee they drink. Studies show that the different types of coffee consumed reflect particular personality traits in the drinker. This Buzzfeed article hosts the same look and feel of a typical Buzzfeed News article and is written in the same tone of voice which will sit well as a piece native advertising. We have also created a direct mail campaign that mails small inexpensive “love letters” or “breakup letters” from coffee at the threat of the ongoing toxic relationship the consumer continues to engage in. Our “Love-o-Meter” test showcases our quiz in a print format against bus stops on the urban streets that the target frequents.

Broken Heart Logo

The new logo showcases a broken heart plastic lid to symbolize the heartbreak that coffee is experiencing in the relationship with the user by use of the lid.

Social Media

Our Facebook and Instagram posts showcase creative copy that emphasize the relationship breakup with coffee imagery and our new hashtag, #RidTheLid.

Facebook Post

Instagram Post

Snap Chat Filter

Our new Snapchat filter is cost effective and encourages the target to use the medium’s art tools to draw out our new logo on any plastic lids they may see out in the world. User will be encouraged to upload their real life art snaps online with our hashtag, #RidTheLid.

Buzzfeed Article

This Buzzfeed article plays on the user’s relationship with coffee according to personality traits to match potential dates. Sticking to our love and relationship theme, the article sits natively in the medium and is written in the Buzzfeed tone of voice.

Quiz

Coffee L�e O Met�How strong is your coffee relationship?

How often do you take your coffee out for a night on the town? I.e. ordering coffee to-go when at a coffee shop?

How often do you Netflix and chill with your coffee? At home, just the two of you

Do you spoil your coffee with different outfits throughout the week? I.e durable travel mugs or ceramic coffee cups

Coffee is the first thing that pops into your mind in the morning?

If you can’t find your perfect coffee around, you’re quick to give up the chase and switch to another

Sometimes Often Never

Sometimes Often Never

Sometimes Often Never

Sometimes Often Never

Sometimes Often Never

Calculating Results....turn back of card for results.... Share your results and use #RidTheLid

If you answered “Often” to 3 or more of these questions...It’s L-O-V-E.

You and your coffee have an unbreakable bond together. Whether at home alone or out together, you love coffee. You don’t try and cheapen coffee by dressing it in tawdry and toxic plastic lids.

If you answered “Sometimes” to 3 or more of these questions...You’re not in love, you’re in like.

You spend quality time with coffee often but don’t make the extra effort to keep your relationship pure. Do not rest of your laurels. Your carefree nature may lead to a toxic relationship consumed with cheap synthetic plastics.

If you answered “Never” to 3 or more of these questions...Don’t say you love me if you don’t mean it!

Love is not ordering up a quickie. You don’t spend enough quality time together. Love is not cheapening coffee with just any old plastic lid. You must make more of an effort to keep the relationship pure.

For more info visit: Igotopless.org

Front Back

Quizzes will be left around coffee shops for consumers to take while they wait for their order. These quizzes are designed to bring awareness to the customer about their relationship with their coffee. A quiz poster will also be posted at VTA bus stops, the front will be featured on the outside glass of the bus stop, and the back will be featured in the inside glass.

Direct Mail

Our mail campaign uses a creative approach to the traditional mail advertisements. We’ve created short “breakup letters” from coffee addressed to the recipient. The cards are from specific types of coffee and showcase our new logo and hashtag.

Dear Tatiana,I’ve loved how patient and loyal you’ve been to me. My dark and moody blend is not attractive to just anyone. But I cannot keep quiet any longer. That cold, hard synthetic wall you have placed between us is threatening. I cannot withstand this toxic relationship.Sincerely yours,Black Coffee

p.s. I just can’t do this anymore.

Dear Tatiana,I’ve loved how strong and bold you are. My quick and intense blend is not attractive to just anyone. But I cannot keep quiet any longer. That cold, hard synthetic wall you have placed between us is threatening. I can’t withstand this toxic relationship.Sincerely yours,Espresso

p.s. It’s not me, it’s you.

Dear Tatiana,

I’ve loved how soft and comforting you’ve been to me. My milky, creamy blend is not attractive to just anyone. But I cannot keep quiet any longer. That cold, hard synthetic wall you have placed between us is threatening. I cannot with stand this toxic relationship. Sincerely yours,Latte

p.s. Maybe we should just be friends.