Strauss Romania invests EUR 4.5 million in new Doncafe campaign, Maia Morgenstern becomes the brandaa‚¬a„¢s new image

Newsroom 30/09/2010 | 15:31

Strauss Romania, owner of the Doncafe brand, is launching a new communication campaign at the start of October, the result of an estimate 4.5 million investment. The coffee manufacturer expects a turnover of around EUR 60 million this year, similar to the results obtained in 2009, as Marius Melesteu, Strauss Romania’s general manager, has declared.

The new campaign’s brand ambassador will be Maia Morgenstern, internationally known for her role in Mel Gibson’s blockbuster Passion of the Christ. The decision behind this choice has a research made by Strauss Romania in partnership with Gfk, which ranked Morgenstern as a trustworthy celebrity, regarding awareness, coffee association, persuasion ability and brand compatibility. This is Morgenstern’s first association with a FMCG brand.

The new television spot airs starting October 1, bearing Leo Burnett Romania’s signature, was filmed at Odeon Theater in Bucharest under Italian director Alessandra Pescetta’s supervision and recreates a scene of Anton Chekhov’s “The Seagull”. Doncafe products have also undergone a repackaging campaign, for which an agency from London is responsible.

Strauss Romania, local branch of the eponymous Israeli group, has been on the Romanian market for 15 years, initially with the Elita coffee brand, repositioned in 2008 as Doncafe. Currently, the Romanian branch has 360 employees and holds a share of 36 percent of the roasted coffee market and 26 percent of the local instant coffee market.