The new radio-commercials for Douwe Egberts coffee are the next step in the campaign “You are only fully awake after you had your Douwe Egberts Coffee”. In the previous spots we introduced the word “fockee” as a dyslectic form of “coffee”.

In the current spots we show the consequences of not being awake at work. If you don’t understand the commercials, it’s not because you haven’t had your coffee yet, it’s because they are in Dutch and French.

Intercom (French)

Mauvais Etage (French)

Patron (French)

Ronny (Dutch)

Belgium’s leading coffee brand Douwe Egberts has won a Golden Effie Award with its ‘breakfast’ campaign, created by Duval Guillaume. The campaign succeeded in raising sales volume and market share, in reaching unseen likeability scores and in attracting new young consumers for the category.

Breakfast and morning use are key moments for coffee use. But the share of coffee in the morning had been declining for years. With the so called ‘Foccee’ campaign (dyslectic version of ‘coffee’), Douwe Egberts managed to turn this trend around. Each of the campaign waves had a significant effect both on sales (average +12%) and on share of stomach.

This year, Douwe Egberts has already been awarded at the CCB, and has been elected as Advertiser of the Year. The campaign has also been listed as Most Likeable campaign by both flemish as french speaking radio audiences.

The Belgian Effie Awards, organized by ACC, UBA and the Marketing Foundation, honour campaigns that achieve real results. This year, two of our clients’ campaigns are nominated: Lotus gingerbread and Douwe Egberts breakfast.

All 7 nominees actually win an Effie Award. That means the nominees are already certain of Bronze. But we’ll have to wait until the Effie gala on the 10^th of June to know whether the Bronze turns into Silver or Gold.

The AMMA Awards - the Annual Masters of Media Awards - reward media expertise. These media awards are organised in Belgium since 2007. The seven categories are:

• Best Media Strategy
• Best Creative Media Use
• Best Media Research
• Media Representative of the Year
• Media Saleshouse of the Year
• Media Advertiser of the Year
• Media Agency of the Year

Last year Duval Guillaume won Best Creative Use of Media with the GAIA campaign Pigs in Pain. This year the Hyundai “Helicopter Launch” campaign is nominated in het category Best Media Strategy.

Christophe Mottint from Sara Lee is also nominated in the category Media Advertiser. Duval Guillaume works for Douwe Egberts with Christophe. The winners will be known on the 23rd of April.

During the night of Saturday 29th March to Sunday 30th March Belgians switched to the summer hour. Three o’clock became two o’clock and we all missed out on one hour of sleep.

To make sure everybody got out of bed Sunday morning Douwe Egberts launched the a wake-up-call service called Fokkiefoon (Dutch) and Faké Service (French).

You can order a wake-up-call for yourself or for your friends through the website www.fokkiefoon.be (Dutch) and www.fakeservice.be (French). You can choose the dyslectic message people will hear when waked up.

Looking at the database, we see most people want to get their friends out of bed around six in the morning. Quite a prank. Since many people are jetlagged during the whole week, the service will be available until Friday 4th of April. Enjoy.

After reading our article Douwe Egberts supports Brudio Stussel with fokkie you can listen to the radio spots created for the 25th birthday of Studio Brussel. They are recorded in Dutch.

• Long spots

Jervaardag

Radiopakot

Continue reading The Fokkie radio spots →

National youth radio Studio Brussel (StuBru) celebrates their 25th anniversary. For one week, they will turn the station upside down and change the name into the dyslectic Brudio Stussel (BruStu).

Douwe Egberts is well know for the Fokkie & Facé campaign on the radio, created by Duval Guillaume Brussels. The word coffee was inverted in French (café) and in Dutch (koffie). The characters in the spots speak a dyslectic language, until they had a cup of Douwe Egberts. You’re only ready to start the day, after a good cup of Douwe Egberts in the morning, is the idea behind it. The word Fokkie became an instant hit and is used in everyday life.

Douwe Egberts is airing new spots made for the birthday week of Studio Brussel. One spot explains how creatives came up with the name Brudio Stussel. They clearly hadden’t drank a fokkie yet that day.

All StuBru radio hosts received a t-shirt with a print of their name written in the dyslectic Fokkie language. The word Fokkie has been used regularly on air. In the studio a FokkieSjamien (coffee machine) was placed, to keep the hosts awake during the broadcasting at night.

The Association of Communication Companies and Media Marketing magazine organized the Merit Awards 2008. At the awards ceremony in the Hippodroom of Groenendaal seven awards were handed out.

Douwe Egberts (Sara Lee), long time client of Duval Guillaume, was elected ‘Advertiser of the year’ at these Merit Awards. The jury explained Douwe Egberts is a brand that has committed to play a social role in communities and has communicated accordingly.

The people from Douwe Egberts were shiningly happy and asked all members of our brand team to join them on stage. The idea of holding hands may have been a bit too much, but hey…

You can find some recent TV spots for Douwe Egberts in the a good conversation article on this news blog.