Loumidis Decaf
“Loumidis Pagagalos” is one of the most important chapters in the Greek Coffee History. Since 1919 the brand has become famous for several reasons: fine blend, rich aroma, unique flavor, carefully selected grains. In 1919 they opened their first store in Piraeus. There, was sold “premade Loumidis coffee” that changed forever everything we thought we knew regarding Greek coffee.
The main vision of the company is to deliver authentic experiences through the coffee world. Family values which pass on from generation to generation and play a leading role to each one of their commercials. In Loumidis family-company, they want every customer to feel like they are indeed part this family. They intend to keep the unique relationship that they have formed with their customers for such a long time and they want to keep being their first choice when it comes to coffee. They also want to be recognized by people as experts not only on coffee itself, but also on its enjoyment. They want to offer a great experience through the world of coffee by providing fresh, affordable and high quality products.
In this very brief commercial that only lasts 18 seconds, we see a typical everyday life scene with a twist. A young man is at work and one of his female colleagues — a very attractive one to be exact — asks him to go out for a cup of coffee. Shockingly enough, he denies her invitation and she leaves a bit embarrassed and confused. His excuse? He had had a lot of coffee that day and he simply could not bear to drink any more.
After that very comedic element, we see the latest addition to the “Loumidis” family, “Loumidis Decaf”. This product appears as the ideal solution for people who either like the taste of coffee but cannot handle caffeine or for people who, like in this case, drink way too many cups of coffee each day. The moto of this campaign is “Pleasure without limit” and it surely speaks to the heart of every Greek, coffee lover. It’s short, simple and efficient!
“Loumidis” is trying to arouse emotions in all of its advertisements. Through several commercials they have released over the years, they showcase beautiful family memories and show how important are the values of family and friendship.
In this case, “Loumidis” is launching a different product in the market, coffee without caffeine. Thus, the point of view of the commercial changes and, instead of nostalgia or family moments, we focus on love. Here, coffee is linked with the desire of the first date. The man denies a beautiful woman’s invitation, which is not that common or natural for young men to do. So, the new coffee without caffeine comes to prevent any other incidents like this one and make things easier.
This spot shows how important a coffee without caffeine can become, in order to not lose the beautiful moments in life. This is a coffee for everyone, for every occasion, one you can drink without restraints. “Loumidis” wants to show that all the beautiful moments in life happen with a cup of coffee in hand and that, with this decaffeinated version, you can make sure that you won’t miss any.
All in all, “Loumidis” presents once again everyday life, with a much needed comic relief. This is a moment that a lot of people could identify with. The brand is showcasing its values and its character, like only they can, in a way that makes us feel “like home”.
Viral Vixens: Marina Karvouni, Elena Tsakiridou, georgia flaouna
