The work here was created by us for us, simply as a showcase to help you see what we mean by a fully dimensional idea, and the meeting of Money & Magic.
This illustrative work describes the creation of a new upper tier in premium cold coffee. For a company like Illy, this represents a way to take the infrastructure, relationships and distribution capability they built to serve 50,000 high end cafes and restaurants’ hot coffee needs, and leverage those assets into the faster-growing iced coffee space.
Iced coffee margins are typically 40% higher than hot coffee, but there is a glaring gap in the consumer experience holding the business back. Iced coffee today is the poor cousin of the espresso, so thoroughly disrespected that it is largely absent from the menus of upper tier eating establishments. The approach here gives it the legitimacy and pricing power it has up to now lacked.
This opportunity is unlocked by a piece of technology and a concentrate-based business model that together address the fundamental flaw in the iced coffee consumer experience – its erosion from a noble start to a dismal watery end.
DISCLAIMER: This case study and all references to illycaffé S.p.A. (”illy”) are used only for the purpose of presenting to third parties about the quality and types of services offered by Fahrenheit 212. illy is not associated with Fahrenheit 212 but we chose to feature illy as an example because it is a vibrant, growing company seeking to strengthen its premium global brand. It too is a company and brand we admire.