Marketing textbook, chapter 8

After weeks of preparation, the brand campaign for Tchibo's new Black'n White coffee variety was launched in April 2015. The launch campaign, with a budget in the double-digit millions, is the biggest product launch for Tchibo in ten years. The campaign, designed by Hamburg-based advertising agency Scholz & Friends, is intended to get young consumers in particular excited about filter coffee again.

The product promise (consumer benefit, USP) behind the new brand focusses on an exclusive type of coffee that should taste consistently aromatic whether drunk black or with milk. This USP is initially surprising, as you can always drink any coffee black or with milk. As a reason why, Tchibo cites the specially developed, significantly longer roasting process, which is the prerequisite for the fulfilment of the product promise with high investments in the manufacturing process. The atmospheric design of the message (tonality) of this campaign is youthful, modern, humorous, paired with pure joie de vivre. With this brand, Tchibo is pursuing the goal of gaining a long-term competitive advantage in the filter coffee market. For this reason, Tchibo is concentrating on the launch of Black ’n White throughout the year: in addition to the TV campaign and eye-catching poster installations as creative highlights, extensive tasting campaigns, including at the main railway stations in Düsseldorf and Frankfurt, are intended to publicise the new brand and arouse consumers' interest in buying it. This requires enormous advertising pressure during the launch phase. The integrated use of a wide range of communication tools is intended to ensure that the target group is influenced by the communication message of the new brand through multiple contacts in as short a period of time as possible. In the Tchibo brand campaign, a clear, unmistakable brand image (big-picture) is created through the consistent use of the colour combination Black'n White. The uniform use of these colour codes makes it easier to quickly recognise the brand message, especially during the launch phase of new brands.

Sources:

• http://www.horizont.net/marketing/nachrichten/Black–White-Tchibo-blaest-bei-seinem-neuen-Filterkaffee-zum-Angriff-133882 (as at 10 January 2026).