DRUPI AT MOKATE

September will be hot for Mokate and cappuccino lovers, as well as for the fans of... Drupi. A big advertising campaign has started in September for the leading Mokate product – Cappuccino, of which the leitmotif is a great hit of a well known Italian singer – Drupi. It is a unique campaign , the biggest in Mokate's history, first one in Drupi's life. The first one in Poland invoking the best memories of of the Italian music icon's unforgettable songs. And the first one which will have us humming Drupi's hits while preparing our cappuccinos from now on. As the company which years ago introduced cappuccino to the Polish market and an absolute leader in this category, Mokate feels responsible for this drink's presence on our tables. The preparations to the Mokate Cappuccino advertising campaign lasted almost a year. An international team worked on the spot's production: an Israeli director who permanently lives in the USA and a Polish production company. The campaign started in the media in September and will last at least till the end of the year. Drupi visited the Mokate headquarters in Ustroń on August 21st in order to meet with the press. Next day, he travelled to Cracow to record a song for the new spot. His voice will be used in the ad which will be shown on the biggest domestic TV networks, as well as on thematic channels. The song about Mokate will also be heard on the radio, on the most popular nation-wide stations. The campaign will, of course, be heavily supported at the stores, with special cappuccino displays and POS materials. An important element of the campaign is also to reach young, modern consumers. This is a group which has a growing interest in cappuccino. Mokate will attempt to reach this segment of consumer base through internet advertising. Mokate also remembers that almost 60% of the consumer population are women. And also, that it is them who almost in 80% of cases decide which cappuccino to choose. The company doesn’t forget that Italy is the homeland of cappuccino. „For Mokate and its employees, Italy was always close to their hearts; Rome, Venice, beautiful Tuscany.” - says Teresa Mokrysz, the company's owner. „With Mokate Cappuccino are trying to match the best Italian standards. We will refer to this idea during our newest big promotional campaign”. Witold Barłóg