Corrugated parasite unit - wkup launch
Ready-to-drink chilled coffee is a world apart from 'cold coffee' and Melitta's start-up incubator, 10X Innovation, is shaping the trend with the wkup coffee shot, developed in 2018. The launch campaign ran from July to December 2019 and created emotional touchpoints throughout the shopper journey.
This eye-catching corrugated parasite unit is a strong sales driver. Attaching easily to the shelf and simple to refill, its shape and strong branding creates instant disruption. The striking black starburst header with 3D-effect wkup logo delivers a visual hit on a par with the caffeine kick from the coffee shots.
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