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.

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.

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.