Café Royal: New brand identity with its own image campaign

The coffee brand Café Royal has redefined its values as well as its positioning and is launching its own image campaign, "Be Royal," to stage the new brand presence.


The repositioning should be strong, clear, differentiating and clearly bring out the brand DNA. To this end, communication should also break with the rules of classic coffee advertising and express the "Be Royal" attitude to life.

"We are spreading our attitude uniformly across all touchpoints and in all communications," explains Roman Sonders, Global Head of Marketing and Communication. "With the campaign launch, the Café Royal brand makes a new appearance in its entirety. We are telling our brand message in a way that was previously unusual for coffee. We appeal to strong personalities who dare to express what they want and also live by it."

Café Royal commissioned the Jung von Matt/Havel agency for the implementation of the new market presence, which was significantly involved in both the new market presence and the campaign content. "Be Royal" was furthermore created in exchange with experts from various fields.

The core of the campaign is a film consisting of different sequences and showing several unconventional characters. These different personalities are to stage and embody the brand values that "Be Royal" is supposed to stand for - courage, self-confidence, independence, freedom, spontaneity, recognition, but also trust. The campaign film is intended to showcase the coffee nut in a bold and somewhat provocative way. No real lion was used in the shoot. The footage was inserted into the film via post-production/green screen.

The ad runs for two weeks on TV in Switzerland and will be seen online until the beginning of June. In addition, the new brand presence will be presented on the company's own channels: The claim "Be Royal" will be shown in text and images on Facebook, Instagram and the optimized website. The tonality of the appearance will also be used at events. During the course of the year, the campaign will also be launched in Germany and France to increase brand awareness internationally.


Responsible at Café Royal (Delicia)Marcel Berg (Global Lead Communication Strategy); Magdalena Blonkiewicz (Marketing Communication Manager Switzerland); Janna Opelt (Brand & PR Manager); Roman Sonders (Global Head of Marketing and Communication); Muriel Urech (Global Lead Content). Responsible in the campaign production: Jung von Matt / Havel (advertising agency); Zauberberg Productions / Solent Productions (film production); Dorian & Daniel (direction); VIVALU (media); Navos (PR); Branders (brand positioning); Studio Schoch (packaging & brand design); Campbell & Jones (experiential marketing); NETA (online competence M-Industry); Yves Borgwardt (photographer).

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