Served Cold, Promoted Hot: Shell's Beverage Offensive for Iced Coffee & Lemonade

Background and Challenge

Shell Germany aimed to expand its successful deli2go range with an attractive new product category. While hot beverages were already well-established, freshly prepared cold drinks were missing from the offering. The challenge was not only to successfully launch iced coffee and various lemonades, but also to optimally inform and inspire everyone involved – from staff members to end consumers.

Approach and Realization

DAVIES MEYER developed a comprehensive campaign strategy that began with a professional product shoot. Working closely with Shell, high-quality footage was created and perfected in post-production. From this visual foundation, the team developed tailored marketing materials for different target groups: engaging videos for screens in Shell stores showcasing the new product range, practical training videos for staff with detailed preparation instructions, plus comprehensive social media assets, print advertisements, and posters for cross-media marketing.

Results

The campaign created a unified and professional product presentation across all touchpoints. Shell received a complete communication package that optimally supports both internal staff training and external promotion of the new beverages. The freshly prepared cold drinks were successfully positioned as a valuable addition to the deli2go range.