Openhearted Fathers

Challenge:

Caring for others is still considered the role of women. Research indicates that fathers would like to spend more time with their children. However, certain pressures such as work prevent them from doing so.

Douwe Egberts challenged us to tap into the renewed media attention on issues of gender equality show that, over a cup of coffee, you can talk about many topics, including those that require a little more courage than others. That led to a big and bold continuation of its “Something to Share” campaign to grow the brand’s market share in Belgium.

Solution:

Alongside our partners at BBDO, we came up with the “Openhearted Fathers” campaign. Running on TV and social media, as well as via PR and influencers, the campaign invited fathers to think about the role they want to play and to speak frankly about it with their family over a cup of coffee.

To launch the initiative, we replaced the iconic female figure on the Douwe Egberts packaging – symbolising the woman who takes care of her loved ones – with a man.

We supported the campaign with a survey and with insights on Key Opinion Leaders’ views on the social and cultural barriers that fathers are facing. This provided credibility and extra conversation value for the campaign.

Results:

• 2 million+ earned media reach.
• Increased market share for Douwe Egberts in 2021.