China Food

How do coffee brands tell new stories? Let the dregs tell you the answer

How does
make a brand more appealing? Storytelling is a good way.

Text: Moria Yin

Source: food daily (ID: food)

Throughout the ages, those who can reform the system, carry forward theories, carry out armed uprisings and persuade the enemy to surrender have always been storytellers. For example, Zou Ji in the Warring States period, when persuading the king of Qi to accept the admonition, he easily achieved his goal on the basis of a simple story of Bimei, without making the king feel shameless.
Easy to understand, vivid language expression, the most can arouse the resonance of the listener. That’s the charm of storytelling.
Of course, in addition to the brand itself needs stories, advertising, products, sales, operations, public relations and user experience also need good stories to support.
So, where can brands tap the space for storytelling? How to integrate story and product to make consumers willing to pay?
Xi dada said: “sustainable development is the ‘golden key’ to solve the current global problems.” At present, people’s consumption concept is also affected by the increasing attention to sustainability. Stories based on the premise of sustainable development can attract many consumers with attitudes.
Therefore, turning waste into treasure is a good starting point.
Photo source: pixabay
To decide on what path to follow, coffee beans and coffee powder are known, but coffee grounds are not known. After all, the best part has been made into coffee by people to satisfy their taste buds. Who cares what the remaining slag will go from?
However, many brands can tap the potential of coffee grounds, and create one classic story after another, which is not only fit for hot spots, but also unique, which is worth learning.
Add coffee grounds to the front,
Make the life of coffee more complete
China is a country dominated by tea culture. However, with Nestle’s introduction of instant coffee into China in the 1980s, the awareness of domestic coffee consumption has increased rapidly. Since 2013, domestic coffee consumption has maintained an annual growth of more than 10%.
Photo source: prospective industry research institute
More than 2 billion cups of coffee are consumed every day in the world, and 650g coffee grounds can be produced per kilogram of coffee beans. Therefore, about 6 million tons of coffee grounds are sent to landfills every day. Research shows that the greenhouse gas emissions from coffee grounds, which are decomposed as garbage, are equivalent to the exhaust emissions of 10 million vehicles every year. In addition, caffeine and polyphenols contained in coffee grounds are also very toxic to soil ecosystems.
There is no limit to human potential, so is coffee grounds. There are always some people who can see the potential value behind it through the appearance of “slag”. We all know that coffee grounds can be used to plant flowers, deodorize and exfoliate coffee grounds. Now, foodaily will share with you some unusual uses of coffee grounds.
01. The energy of slag should not be underestimated
According to the survey, the UK consumes 95 million cups of coffee a day, and hundreds of thousands of tons of coffee grounds can be produced in a year. If the coffee grounds are used as waste landfill, greenhouse gas emissions will be increased by 6.8 times.
In response to the call for sustainable development, the coffee Recycling Co., the first coffee grounds collection plant in northwest England, joined hands with bio bean, the world’s largest coffee grounds recycler, to achieve the goal of recycling and reusing coffee grounds.
The coffee recycling provides recycling bins, ranging from coffee shops, chain stores and business offices to people who secretly drink coffee in unknown corners. The company regularly recycles it and transfers it to its partner bio bean, which extracts various residual compounds from coffee grounds to synthesize biofuels, which can replace fossil fuels with high carbon content.
Photo source: the coffee recycling
The coffee Recycling Co. has been selling “coffee wood” made from coffee grounds. Compared with ordinary wood, it can generate 20% more energy and burn longer. Therefore, its bioavailability and market prospect are considerable. As Emma Lavelle, the company’s founder, said: “recycling coffee grounds is not only environmentally friendly, it also supports partners in creating renewable energy, but also creates wealth for the company.”
From being put into the recycling bin to burning to generate heat, the coffee recycling tells a warm story with coffee grounds. We can see the great energy hidden in small coffee grounds.
02 cup with coffee aroma
Kaffeefeeform from Germany is a sustainable, renewable energy material inspired by designer Julian Lechner.
Because of her unique interest in turning waste into treasure, after three years of research, Julian mixed coffee grounds with renewable raw materials from other plant sources and hardened them with biopolymers to produce a lightweight yet durable kaffeefeeform material.
The cup made of this material has a marble like texture and a mild aroma of coffee. Each cup is unique.
Source: kaffeefeeform
Kaffeefeeform won the red dot best design award in 2018. Currently, it has been made into espresso cups, cappuccino cups, lattes and weducer accompanying cups.
Just as drinking tea should pay attention to teapot and teacup, kaffeeform adds a real “coffee cup” to the “coffee cycle”, which makes the story of coffee no longer end in being drunk, showing its unique charm and commercial value.
03 coffee grounds to make clothes, deodorant and sweat absorption, but also anti UV
Inspiration comes from life.
On a leisurely afternoon, Jason and his wife Amy took a nap in a coffee shop. Seeing someone asking the store for coffee grounds to go home, Amy suddenly remembered the deodorization function of coffee grounds. They jokingly asked her husband, who loves sports and often stinks of sweat, why not make coffee into clothes to deodorize?
A casual remark inspired Jason. After years of development and improvement, S. caf é environmental technology coffee gauze was launched in 2009.
Source: S. caf é
After roasting, the volume of raw coffee beans will expand. After boiling, the space inside the beans will become larger. Through the low temperature and high pressure environmental protection patent production process, the holes will be maximized, and finally the coffee yarn will be created.
This kind of fabric not only has the function of quickly absorbing moisture and accelerating evaporation, but also can remove peculiar smell, refract ultraviolet ray and provide cold touch. From the perspective of deodorization of coffee grounds, S. caf é tells the story to the field of wearing, and shows us the infinite possibility of dregs.
04. External application and internal use, coffee grounds contribute to your health and beauty
As garbage, coffee grounds have many disadvantages. However, from the perspective of development, coffee grounds are rich in antioxidants, fatty acids, melanin and protein, which are quite beneficial to human health and skin. Kaffe Bueno’s mission is to make full use of and develop the potential of coffee grounds.
Kaffebueno uses coffee grounds as raw materials to produce three products that can be used in personal care and food fields: coffee oil is rich in linoleic acid, palmitic acid, polyphenols, tocopherol and diterpenoid esters, which can be used for water supplement, sun protection, anti-aging, skin repair, etc.; the gluten free flour contains no caffeine, low fat, high protein and high fiber, which can be widely used in bread, candy, pizza, etc They give health attributes; scrub agents are used to clean facial mask, scrub, cleansing cream, etc.
Unlike the previous three companies, Kaffe Bueno is committed to tapping the full potential of coffee grounds, turning the coffee grounds themselves into a colorful story and creating new business value.
In the story,
It’s not just about conveying the story
We all know the importance of stories to brands, but we are struggling to tell them well.
With the development of the times, there are more and more consumers with attitudes, such as sense of design, public welfare, environmental protection They are willing to pay for it.
According to the survey, when choosing a brand, young people nowadays pay more and more attention to the social responsibility of the brand in addition to the quality and appearance of the brand itself. On microblogs, a brand is often boycotted by the people because it touches the national bottom line, and there are also some businesses who are disobeyed by netizens for violating environmental protection responsibilities. Therefore, a good brand, need to have a sense of service at the social level, two pronged approach, gold and jade outside more to its inside.
Nowadays, more and more attention has been paid to sustainable development in the world. It is also a good marketing method to integrate the concept of sustainable development into the brand or product and establish a good brand image.
Take coffee grounds as an example. While developing all kinds of commercial potential of coffee grounds, brand merchants make use of their advantages in sustainable development to shape brand stories, create brand value, and even pull customers into stories, participate in them for intuitive experience, and finally take the initiative to pay the bill. This is the charm of telling a good story.
01 return the coffee grounds to the furnace, and let the brand story with fancy surrounding
As the world’s largest coffee chain store, Starbucks can sell about 300 cups a day in one store, which produces a lot of coffee grounds every day.
However, the coffee grounds of Starbucks are not garbage cans. Previously, Starbucks has been in stores to provide customers with coffee grounds, which can be taken home for deodorization and flower cultivation. This year’s world earth day, Starbucks will send coffee grounds to the transit station. After dehydration, drying and testing, it will become pure particles instead of the traditional PP particles, and become a part of the periphery of the star cup wall and notebook.
About 30% coffee grounds are contained in the outer wall of the Starbucks coffee grounds cup, and the words of “less plastic is romantic.” are printed on the cup body to express the environmental protection attitude. Coffee grounds are added to the cover and back cover of the notebook, and recycled paper is used on the inside page. At the bottom right corner, there are a number of beloved cartoons, which can be flipped quickly, which is a small animation of coffee grounds recycling.
Photo source: Starbucks
The small details of sustainable design and environmental protection, full of human feelings and topics, let Starbucks tell the story of coffee grounds on earth day, and let more consumers willingly pay for it.
Nestle encounter
Nestle coffee’s Nespresso has a capsule coffee, which is packaged with infinitely recyclable aluminum. In addition to protecting the freshness and quality of the coffee, it can also be recycled for food packaging, bicycle and notebook production, and the coffee grounds in the capsule can also be used for composting.
Photo source: Nestle experience
Since 2009, the carbon footprint of each Nespresso capsule coffee has been reduced by 20%. With the help of the brand’s precision consumption system, customers only need precise amounts of water and energy to make a cup of coffee, which can minimize the waste of food, water and energy.
Nespresso has a special recycling program, with more than 100000 collection points in 18 countries / regions around the world. Stores in different countries cooperate with other brands to create a second life for the recycled aluminum capsules and coffee grounds, and also create public welfare wealth for society, schools and the environment.
At the end of August this year, sports brand Li Ning, environmental protection organization love recycling and coffee retailer Costa jointly launched a limited edition environmental protection T-shirt.
The T-shirt is based on the creative theme of “energy and spirit”. Through the cartoon interpretation of Tai Chi, the public is encouraged to go outdoors and enjoy sports. The coffee carbon fiber in the clothing material can wake up the tired nerves. At the same time, words such as “rebirth of all things” are added to express the concept of sustainable regeneration and give coffee a second life.
02 instant coffee brand launches “return flight plan” to enhance sense of participation
In order to fully recycle the empty coffee cans, instant coffee brands such as Santon and yongpu have launched the “return flight plan” one after another, which greatly enhances the sense of participation of consumers and makes consumers a part of the story.
Source: yongpu
Brands will usually recycle the empty cans of coffee and create new products around them. Unlike Nespresso’s “capsule recycling program,” the “return flight program” not only supports recycling, but also supports consumers to exchange peripheral and co branded products according to the number of returned coffee cans.
This kind of creativity not only stimulates the consumers to take the initiative to recycle, but also creates a good social image for their own brand. The interaction between each other increases the stickiness between the host and the guest.
Photo source: three and a half meals
03 even small corners are not let go, tea will be environmental protection into the store
In November, Xicha opened its first environmental protection themed store in Shenzhen. From inside to outside, from top to bottom, environmental protection elements can be seen everywhere.
The background wall of the signboard at the door is made of paper straws. The wall inside the store is made of artificial stone containing 10% recycled small tickets. The round table is made of 45% red pomelo peel mixed with artificial stone Therefore, the main colors of the store are natural green, straw beige and small ticket white, which is fresh and environmentally friendly.
In addition, the store also has a special corner – “inspiration laboratory”, which specializes in selling “waste products” generated by daily operation. For example, an environmental friendly bag contains recycled polyester fiber material equivalent to 13 recycled bobbins; a weather proof garment is equivalent to the RPET content of 21 bobbins.
Nowadays, there are a lot of flash co branding activities. It is also a good direction to try environmental protection, which can well convey the brand culture and tell the story of the brand.
A brand without a story is like a cold sign that shows its characteristics to customers without temperature. It is quite like Jiang Taigong’s fishing wish.
Once the story is added, the brand will have temperature, especially when a series of procedures such as advertising, sales and operation are given stories, customers will have a memory point for the product.
However, not all stories can win the favor of consumers. In order to tell a good story, the most important principles are truthfulness, clear logic, keeping pace with the times, guiding the future and interacting with customers.
Just like the current hot spot of sustainable development, major coffee brands around this theme, using their own unique “coffee dregs”, have launched the strategy of “turning waste into treasure”, which immediately points out the issue of environmental protection, improves the social image of the brand and catches the eye of consumers.
Source: unsplash
For coffee grounds, other brands will develop casual thinking. Some are made into fuel, some are made into clothes, some are made into synthetic packaging, some are made into skin care products No matter what it is, the ultimate goal is to connect with the needs of consumers, and then use the concept of environmental protection and sustainability to attract them to buy.
Furthermore, the key to distinguish different brand stories lies in whether the product is “advertising story” or “story advertising”. If you just copy mechanically, make up the story at will, and advertise for the sake of advertisement, even if it goes up and down again, it can only attract the attention of customers temporarily.
Only by creating a true story according to the performance and characteristics of the product, and then grasping the points that can move consumers, and at the same time inducing consumers to participate in the story, can we really attract customers’ loyalty. The case in this paper catches the point of sustainability and perfectly integrates products and stories.
Therefore, “advertising storytelling” is an important means of current brand marketing strategy. Whether it is brand originality or user creation, the effect is no less than big data analysis or variety & IP advertising.

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