Challenge

Increase Julius Meinl’s awareness in Miami

 

Observation

MOST people display a "nationality ego” (a sense of pride from their origins).

BUT, once they’re in Miami, that ego fades away, and their personality becomes a part of the city's surroundings.

THIS leads to the signature Miamian multicultural lifestyle.

 

Insight

Miami culture, while it is a melting pot inspired by all corners of the world, retains its own distinct flair that sets it apart from every other city.

 

Strategy

A coffee that enriches Miami’s multicultural lifestyle.