Projects credited in
- Kenco Sends Powerful Ethical Message With Coffee vs. Gangs ProjectSustainability has become the norm within the coffee industry and consumers are becoming increasingly skeptical of ethical messages from big brands. In an effort to make a real difference in people’s lives, JWT London developed a pioneering, category-redefining idea to reawaken the UK population to Kenco’s commitment to doing good. Kenco, one of the world’s largest coffee brands, has embarked on an initiative that brings the brand beyond its limits. Kenco sources its coffee from some of the most beautiful countries in the world. However, many of these countries are ridden with gangs responsible for thousands of murders, with countless innocent people caught in the crossfire. The unfortunate reality of young people growing up amongst the gangs is that lacking opportunity, they tend to fall into the gang life. The idea, by the JWT London team, was to give them a choice where currently they have none. In Honduras, where the gang problem is one of the worst in the world, JWT has set up a year-long scheme to train young at-risk people in coffee farming. The 20 recruits will be given the training and support to build a better life for themselves as coffee farmers, away from the gangs. The campaign has kicked off with a TV ad created by JWT London, featuring a young man on the brink of being involved in a gang before becoming a coffee grower. The strategy is to follow the progress of the 20 young people as they embark on their education and training program, supported and created by Kenco. This marketing idea really supersedes the brand, offering the freedom to make a genuine difference in the world.
- You’re no different when you’re 50 or 60JWT has unveiled the Elastic Generation, its pioneering in-depth research into consumers in their 50s and 60s. The research was unveiled today (25th November) at an event with a panel line up of Mariella Frostrup, journalist and presenter, Chris Clark, CGM, Global Head of Marketing for HSBC, Marie Stafford Planning Foresight Director at JWT London and Stefano Hatfield, Editor-in-Chief of High50 the leading online lifestyle magazine for the over 50s. Reared during a time of significant social and political change, the Elastic Generation have consistently demonstrated trailblazing behaviour and youthful attitudes unlike any generation before them. True to their name, they have stretched preconceived notions of what it means to be 50+ today, so much so, they form a completely new consumer group. More commonly known as the Baby Boomers, because they are unusually strong in numbers the Elastic Generation account for 29% of adult population. That’s the equivalent to over 15 million people. The (50+) are driving consumer spending – accounting for 48% of the total (2012). They also control the vast majority of the nation’s financial wealth – 80% according to The Economist. This is a long-term trend: their strength in numbers and wealth is expected to endure. And in a globalised economy, this not limited to the UK. The same patterns are emerging in the United States, across Europe and in parts of Asia too. On paper, the Elastic Generation are a marketer’s dream but brands are not talking to them. A shocking 5% of ad budgets worldwide focus on this group. 95% of brand communications are targeted elsewhere, 80% on millennials. The Elastics have noticed: 73% say they don’t pay attention to ads because they don’t seem relevant. The Elastic Generation claim ads that target them are patronising and stereotyped. 84% of our respondents said advertisers assume everyone over 50 is the same. JWT has uncovered learnings about who they are as people, their mindsets and attitudes and what they are looking for as consumers. Here are two snapshot examples to help brands engage with this consumer group: The Elastic Generation have made it very clear that they would like brands to acknowledge who they are and how they live their lives. They have lots of opinions and will willingly share them. They love adventure, share a streak of rebellion and feel free to be individuals – so, start the conversation again, mend the relationship breakdown, treat them as individuals and ask them what they think. 68% of the people in their 50s and 60s told us that they feel advertisers only care about young people. They said they are less likely to pay less attention to an ad if it only includes people much younger than them. So take the necessary next steps to truly do them justice in your representation of them in your communications.2