The “Father & Son” campaign is a unique format with great recognition value. The brand is continuously updated using short, poignant stories of everyday life. Melitta coffee is the hero in every spot. The campaign brings the desires of consumers in line with the perception of Melitta – and thereby commits a Melitta typical rule breaker: Female free coffee advertisement.
This successful format ran a full 7 years. Melitta rose from rank 4 to rank 2 in the German coffee market and KloseDetering was awarded a Gold Effie.