Client: Grand Pleasure/Grand kafa


Launch of the new concept brand Grand Pleasure presented a great challenge to the company and to us as its external communications support. Right from the very start, Grand Pleasure was more than just a new product mix, as the company decided to offer its consumers also a range of instant coffee and tea, new service and other additions.



We were tasked with preparing a proposal of communications plan, which would inform and educate consumers about the concept brand, and provide the most direct support to specific products and services. In practice, this meant that our communications strategy had to integrate and connect specific products (instant coffee in several variations and several types of tea), services (opening of two Grand Pleasure cafes in Belgrade) and support to a concept (Grand Pleasure Music – special CDs and Grand Pleasure Web site).

The concept was launched in March 2007, and the agency coordinated successfully communications activities with other promotional activities. Until the end of the year, we implemented 14 promotional actions for the project Grand Pleasure, and all of them received excellent publicity and were welcomed by the media and public at large. In addition to achieving the intended communications with target groups, all events were organized excellently, the rate of attendance by journalists was very high, and the support was continuous.



In line with the agency standards of distributing information to media, we worked with a creative agency to come up with a visual identity for Grand Pleasure, and prepared elements of a high-quality, very attractive press kit. All elements of the press kit, such as information about products, folders, bags, CD covers and promotional gifts were designed with great attention to detail and were very well received by media representatives.

The absolute coverage by all relevant print media and excellent quality of generated publicity shows the effects of this approach. In addition, we would like to underscore importance of the fact that value of publicity generated for Grand Pleasure in print media was over 100.000 Euros in 2007. Although this amount was calculated by using the value of advertising space, the actual value of received publicity is certainly much higher, considering the volume and quality of media exposure.

In addition to distributing information to media, its excellent data base allowed the agency to respond immediately to all questions from the media, which contributed to making Grand Pleasure an immensely attractive brand in the media that showed an interest in this kind of information.



In the year when this concept was launches we organized several events that required media interest and support:

1. Launch of the concept – press briefing
2. Opening of the first Grand Pleasure cafe in Vasina Street
3. Opening of the second Grand Pleasure Café in Knez Mihajlova Street
4. Promotion of the first Grand Pleasure music compilation
5. Award of Web competition prizes in “Ozon” gallery
6. Promotion of the second Grand Pleasure music compilation

All events attracted many visitors and received significant publicity.