Melitta strategically targeted the premium U.S. coffee market with a new, unique brand positioning of "European Indulgence". This was intended to appeal to a savvier consumer that desires a richer, full-bodied cup of coffee rather than the typical canned grocery brands.
- The creative execution on the canned varieties showcased a vibrant European street scene with a bold, dark cup of coffee for appetite appeal.
- The bagged "Cafe Collection" was created for a slightly more upscale audience with art deco styled labels unique to each variety.
- The world-famous Melitta Cone Filters were uniformly styled with their signature colors to brand block at retail