The coffee brand Sleepy Owl has announced the launch of its light-hearted campaign with the message for its consumers; the coffee is ‘That Good’ and missing it is ‘Your Loss’.
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The new campaign is going to stay true to the brand’s motto which is ‘Keeping it real’. Leaving the comfort of marketing jargon, the real aim of the brand is to evoke inquisitiveness amongst the audience about why they should not miss out on Sleepy Owl’s products. The campaign explains to the audience that Sleepy Owl Coffee tastes so good and would simply be anyone’s loss, should they miss out. To further get the message across, the brand brings its mascot, the signature blue Owl, to life in the campaign, where it takes center stage.
The campaign aims to evoke FOMO with the hashtag #YourLoss in the minds of the viewers, only this time around it’s the Fear of Missing Owl. Additionally, coming through (with a cup of delicious brew) is the ‘Sleepy Owl’ in its true form, who can be seen as a delightfully oddball character, spreading the word to the world and letting them know that if they are not drinking Sleepy Owl Coffee - they are simply missing out.
Ashwajeet Singh, Co-Founder, of Sleepy Owl Coffee, said, “In a media environment, where brands heavily rely on celebrity endorsements to gain credibility and garner attention, we decided to break through the clutter. The new-age consumer isn’t looking to be bombarded with superficial reasons to buy a product, hence the Owl’s promise of a great-tasting coffee, put in a fun, quirky, light-hearted manner as it points to the simple fact - If you’re not drinking Sleepy Owl Coffee, it’s your loss.”
Arman Sood, Co-Founder, of Sleepy Owl Coffee added, “The idea borrows from the brand’s marketing philosophy of keeping it short and simple. In a category cluttered with over-the-top messaging built around the product, the brand chose not to romanticize coffee and let the taste speak for itself. Thus, the route towards a campaign that would let us get real with our customers and communicate with them, in their own language.”
The campaign comprises four films.
Spicing things up a notch higher, Sleepy Owl also sparked a viral conversation starter on Instagram with brands like Air Asia, Tinder, Blinkit, Coinswitch Kuber, Bombay Shaving Company, and Zepto to name a few, which were the first to engage with the quirky #YourLoss communication in their own style of witty humour. This was followed by other young brands like Ultrahuman, Yoga Bars, The Whole Truth, and plenty more, that joined in on the fun too.
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