A TCHIBO CHRISTMAS SMILE
TO STAND OUT DURING THE HIGHLY SATURATED CHRISTMAS SEASON, WE WANTED TO BYPASS THE OVERUSED CLICHÉS. OUR IDEA WAS TO REIMAGINE CHRISTMAS THROUGH A SINGLE, POWERFUL WORD: SMILE. THIS BECAME A SYNONYM FOR THE JOY, WARMTH, AND TOGETHERNESS ACROSS THE REGION, TRANSCENDING CULTURAL BARRIERS.
THE PROBLEM
Tchibo’s marketing campaigns have historically been developed in German headquarters and later localised for cluster markets: Czechia, Poland, Slovakia, Hungary, and Turkey. This approach has often resulted in inconsistencies, as each market’s unique social, cultural and distribution dynamics were not fully taken in account.
OUR SOLUTION
We created a unified Christmas campaign that resonated authentically across this diverse region, while addressing the specific needs and nuances of each market. The idea was brought to life through a fully integrated stylebook. Each market adapted campaign elements to their most relevant channels, creating a cohesive campaign in online and offline media, in-store branding, gift packaging, and even an advent calendar.
