Turm Kaffee
BEHIND THE BEANS: BRINGING COFFEE TO LIFE WITH BRAND AND PRODUCT VIDEOS
#Brand Building #Public Relations
TASK

The St. Gallen-based family business Turm Kaffee is the oldest coffee brand in Switzerland and celebrates the craft of roasting and preparing coffee at the highest level. Our task was to simultaneously position Turm Kaffee as the coffee expert with many years of tradition and know-how in the Swiss market, as well as to show that despite 250 years of family history, the company still has a flair for innovative trends. The aim was to address both B2C customers, who since 2018 have also been able to enjoy Turm Kaffee’s high-quality beans thanks to the founding of Turm E-Commerce, and B2B customers – with a focus on coffee as a world of enjoyment and experience.

SOLUTION

What is the best way to experience coffee? In the physical world, the answer is obvious: by smelling coffee, tasting it, trying it, engaging with the bean in your hands. But what about in the digital world? Our solution is moving images. Because with videos, the visual and auditory sensory channels are addressed at the same time – the quality and care in roasting the bean, the pleasure of tasting, the aesthetics when the coffee flows out of the filter holder into the cup – all this can be presented in a comprehensible and emotional way in just a few seconds. Videos are also portable and can be played on a wide range of digital channels. We have created a recognition value with the slogan and video player “Behind the Beans” that reflects the Turm Kaffee brand and its history.


IMPLEMENTATION
TIME FRAMEWORK: 2020
Barista Academy Brand videos
  • Development of the film concepts for four short videos highlighting the features of the various barista courses (beginner to intermediate) of the Barista Academy

  • Organisation of extras for the video shoot

  • Supervision of the shoot on location

  • Post-processing, editing and finalisation of the videos together with the film crew

“THE GIN-COFFEE” PRODUCT VIDEO

  • Development of the storyline for the film concept to visualise the product, the development process and the reasons for the new product.

  • Organisation and supervision of the shoot at two locations

  • Interviews with all parties involved: Roger Bähler from Turm Kaffee, Oliver Matter from Matter Spirits, Rolf Caviezel from freestylecooking

  • Post-processing, editing and finalisation of the videos together with the film crew

RECIPE VIDEOS FOR “THE GIN-COFFEE

  • Development of recipe videos with molecular chef Rolf Caviezel to show the various application possibilities of “The Gin-Coffee”

ACCOMPANYING MEDIA WORK FOR THE LAUNCH OF THE NEW PRODUCT «THE GIN-COFFEE»

  • Targeted selection and media distribution to appropriate beverage, lifestyle and special interest coffee media in order to achieve the best possible fit, and to bring the product innovation to the appropriate target group

  • Distribution of “The Gin-Coffee” test packages to selected media outlets

  • Follow-up with top media and an explanation of the product innovation

RESULTS
  • Placement of the product innovation “The Gin-Coffee” in key Swiss media

  • Various brand videos used on Turm Kaffee’s homepage and social media channels

MEDIA PLACEMENTS
EXAMPLES PRODUCT AND BRAND VIDEOS

Video production: Longtail Media