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 had traditionally been developed at its headquarters in Germany and then localised for regional markets: Czechia, Poland, Slovakia, Hungary and Turkey. This approach could result in inconsistencies, as each market’s unique social, cultural and retail realities were not always fully taken into account. For Christmas, the challenge was to create one strong campaign that could work authentically across all six countries—and to deliver it within a very short timeframe.
OUR SOLUTION
We created a unified Christmas campaign designed to resonate authentically across this diverse region while addressing the specific needs and nuances of each market. The idea was brought to life through a comprehensive campaign style guide. Each market adapted the campaign elements to its most relevant channels, creating a cohesive presence across online and offline media, in-store branding, gift packaging and even an Advent calendar. We also coordinated the work between the German headquarters and local marketing teams, accelerating decisions and ensuring consistent delivery across all markets.
