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TINE IsKaffe
Everyday luxury, reimagined.
For this project, our team was given a real brief directly from TINE IsKaffe’s communications department, challenging us to develop a communication strategy that would strengthen the brand’s relevance among young adults.
We developed “Hverdagsluksus” (Everyday Luxury) – a creative campaign concept spanning digital identity, social media, influencer collaborations and physical activations. We later had the opportunity to present our final concept directly to the TINE IsKaffe team, where our work received very positive feedback.
Want the short version? Click here.
(The full presentation we presented to TINE can be found at the bottom of this page.)
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A real brief from TINE AS
TINE IsKaffe challenged us to develop a cohesive communication strategy targeting young, urban adults aged 18–35.
While already a market leader with strong visual recognition, the brand wanted to become more modern, relevant and present in everyday situations, while building a stronger emotional connection with its audience.
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The concept
When analysing the market, we challenged the obvious assumption that TINE IsKaffe’s main competitors were other iced coffees sold in grocery stores. TINE already held a leading position there. Instead, we identified cafés as the real competitive opportunity.
When people wanted to treat themselves to an iced coffee, they were often willing to pay more at a café for the experience and feeling of indulgence. Our idea was to make TINE IsKaffe deliver that same feeling of everyday luxury, but in an affordable and accessible product available at the grocery store.
This became Hverdagsluksus, a new communication direction designed to make TINE IsKaffe feel less like just another drink and more like a small treat you deserve in everyday life.
“DU fortjener luksus i hverdagen.”
“YOU deserve a little luxury in everyday life.”
The Campaign
We translated the concept into a cohesive campaign across social media, influencer collaborations, seasonal content and physical activations.
The creative direction focused on romanticising familiar everyday moments and making TINE IsKaffe feel aspirational, while still relatable and accessible.
From morning routines and study breaks to influencer content and TINE-vogna, every touchpoint was designed to reinforce the feeling of Hverdagsluksus.
From brief to final pitch
I took on the role of Project Manager, while also being heavily involved throughout the creative and strategic process.
I worked across the project from interpreting the brief and developing the concept to shaping the campaign ideas, visual direction and final presentation.
Working closely with my project partner, I gained hands-on experience with the entire process from brief to final pitch.
We had the opportunity to present this directly to TINE IsKaffe’s communications team, taking them through our strategic thinking, creative direction and campaign ideas.
We received very positive feedback during the presentation, and afterwards, TINE asked us to send them the full presentation. We later received additional written feedback highlighting both the strategic thinking behind the concept and our work with the brand identity.
The final pitch
“I want to give you special recognition for how you worked with the brand identity, from typography and colours to the mood and emotions the brand should build. It was strategically smart and shows that you understand how the different elements of brand building work together.
Thank you for a very good and inspiring presentation!”
Senior Advisor, Marketing Communications at TINE
Translated from Norwegian
The feedback
The full presentation
Want to see how we presented the concept to TINE?
You can explore the full presentation here.
Please note: The presentation is in Norwegian.
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