General Information:
Strategic approach:
Strategic approach: In the first lockdown, March and April, we observed that the searches for “how to make a coffee at home” increased significantly. The morning coffee routine for many was to buy it on their way to work, but in the lockdown they could not anymore. Others wanted to prepare better tasting coffee at home. People wanted to learn to make delicious coffee at home.

Our idea was simple: fulfill this need with the home barista project by Tchibo. Its objective: inspiration for better coffee. The barista was an obvious choice as the topmost expert in coffee. The objective for the brand was to enhance its image as coffee expert and trigger trial for new users.
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