Kaiku brings a corner of the jungle to the center of Madrid

Kaiku Caffé Latte has opted for an Innovate campaign to communicate its Cappuccino product range. A takeaway coffee in normal and XL formats, with 100% Arabica beans from Honduras and Nicaragua, fresh milk and a touch of poop that aims to transport the consumer to the true origins of coffee. The Mediterránea de Medios agency, within the general media plan, created and designed this spectacular action whose execution and production has been developed by JCDecaux Innovate. The creative strategy aims to evoke the jungle, its vegetation and fauna, as well as the aromas of coffee with an original design. To achieve this, artificial plants have been placed on the roof of the canopies and integral vinyl has been made that reproduces an exotic environment never seen before. With this strategy, Kaiku is committed to the innovative use of outdoor spaces as high-profile showcases. The coffee brand stands out for the quality of its products, what makes them special lies in the production process.

This product continues to support new consumer needs and strives to bring the best flavors of the most authentic coffee to the public. With the claim "The good is inside" , the campaign has been Taiwan Phone Number List active during the month of September in five Innovate locations in the city of Madrid (Neptuno, Colón, Goya, Princesa and Nuevos Ministerios), and 800 faces on conventional media . Knowing the global trends in advertising and the investment allocated to this sector is just as crucial as delving into the trends that correspond to the different product categories. And, depending on the type of article, advertising investment in terms of spending and channels varies significantly. According to the latest data from WARC Data , the tool that the company has recently relaunched , television still attracts more than two-thirds of advertising investment in the soft drinks sector, a similar percentage to that recorded by the food category. On the other hand, according to the report “Global Advertising Trends – Benchmarking ad investment by product category” by WARC, beyond these cases, the key advertising trend in recent times is the growing investment in digital media, especially in the advertising sector. financial services and retail.



Financial services In this category, the analysis shows a global advertising expenditure of 43.2 billion dollars in 2018, with a growth of 13% year-on-year and a 2.93 ROI. By channels, 19.7 billion are registered on the internet , with a growth of 24.4%; 12.9 billion on television (+ 4%); 3,700 million to radio (+ 5.1%) and 7,000 million to "others" (+6.7%). The report highlights the growth in investment in online advertising of 22 percentage points since 2013, reaching 45.5% last year, a figure similar to global advertising spending on the internet, 44.1%. Feeding The food sector reached $25.3 billion in 2018, with a growth of 1.4% and a 2.93 ROI. Of that amount, 16.5 billion were allocated to television (+1%), 3.7 billion to the internet (+7.9%), 2.8 billion to printed media (-12.7%) and 2.3 billion to “others” (+15.3). %). Advertising spending on television in the food sector is already around two-thirds of the total investment in this category, almost double the total participation of this medium in global spending, which reaches 33.3%. However, this expense has been reduced by 3.7% each year since 2013. According to WARC, print media also accounts for a larger share of food advertising spend than globally, with the share of newspapers (-2.6%) and magazines (-2.1%) declining slightly. the last five years.