MILAN – A woman relaxes on a beautiful Caribbean beach. A sports enthusiast admires a stunning landscape amidst majestic mountains. But what gives them pleasure? We will find out what is really behind these two scenes by watching the two new commercials with which Gimoka will resume advertising on television from November. Escaping your everyday thanks to the pleasure of a Gimoka espresso is the concept behind the new ads created by EY Yello, together with the production company Big Mama.
For the two flights – 8/28 November and 20 December/9 January – the Group has decided to focus broadcasting the ads on RAI and SKY networks, also using their Raiplay and Sky on Demand services, which are increasingly appreciated by the general public. An eye-catching campaign, with 45% GRP during prime time and a strong presence on the flagship Rai1 channel.
The airing periods chosen are amongst the most important of the year, in terms of peak viewing time and the best television programmes that are broadcasted.
Gimoka responds to emerging consumption trends
Thanks to these advertisements that reach a mainstream target, Gimoka intends to increase brand awareness and foster in-store traffic, with the aim of stimulating purchases. Its rich offer of hot drinks also responds to emerging consumption trends: the focal point is being able to offer innovative solutions, such as aluminium capsules, and also to address sustainability issues by using compostable capsules, as well as family formats, and health consciousness by offering “free-from …” products.
Thanks to the Group’s focus on innovation, supply chain control, production capacity and flexibility ̶ unrivalled in Italy ̶ and its multichannel approach, Gimoka is already greatly appreciated for its expertise in covering all segments with unique solutions. In this period marked by major changes in the coffee sector, the return of TV commercials consolidates Gimoka’s vision of being a brand that is able to produce high volumes and achieve significant market shares, by offering consumers a coffee that everyone recognises and at a price that is appropriate for all reference clusters.
By means of this operation, which increases end consumers’ visibility of the brand, Gimoka is increasingly becoming one of the major European coffee players and the second most important roaster in Italy: from retail, supermarket/large retail chains and coffee shops to vending and out-of-home sectors, in general, coupled with private label solutions, an area in which it is an acknowledged leader.
