Brief: This is a concept idea. Name and brand a coffee company for rebels and anti-establishment types who want a good cup with kick without having to search for it.

Idea: name + branding to reach millennials and gen-x who have turned to coffee for their mid-day pick-me-up and relief. Create a campaign that pokes fun at the bar scene. Bring in cult classic cultural references. Speak to the core benefit of taste + potency. Brand toward rebels, anti-establishment, creatives. Think the campaign for “take a break” from KitKat but this time you want a shot of espresso and you want it to hit like a mother bugger.

LINES:
Brew with mother buggin’ confidence.
Hits like a mother bugger.
Smooth as a mother bugger.
Best mother buggin’ beans.
For the boldest mother bugger you know.

VIDEO CONCEPT:

camera hovers over top of a bar, facing a row of empty stools.
the sounds of a fight can be heard.
a table moves, something rolls across the floor.
the camera shifts and brings a man walking toward it into view.
behind him blurred out is a fight still ongoing.
he walks up to the bartender and says, “give me a shot.”
the bartender brews the perfect espresso.
slides it across the bar.
as the camera slowly zooms out of the bar and back on to the street we see the man getting back up to return to the fight.
out on the street words come across the screen:
the best coffee hits like a mother bugger.
logo


SERIES:
this could be a series where people are in different situations where they’d need a “shot” or a “pick me up.”
after getting a tattoo.
after getting in a fender bender.
after playing an epic show at an indie rock night.
after finally asking the girl or guy out on a date.
after getting the job.