We Only Make Coffee

Robin Soukvilay

gold / 2020 / Nabob


We Only Make Coffee

Unlike their competitors, Nabob - a 125 year old company - only makes coffee. They don't make donuts like Tim Hortons, hamburgers like McDonald's, nor do they run their own cafés like Van Houtte. Nabob is single-minded. Re-introduce Nabob's focus of becoming a coffee-making specialist over its 125 year history. Our campaign will point out what we don't do (in relation to our competitors) to strengthen where our expertise lies. In an age fraught with change for better or for worse, people want to avoid the complicated. Nabob's single-minded focus to coffee is a point-of-difference so untouchable that at times, we don't mind apologizing for it (we are Canadian after all).

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