Concept 1: A Better Brew, Thanks to You.

Pret embraces its journey of self-improvement, becoming the coffee that truly understands what customers want. Through humor, relatability, and a touch of local Kuwaiti flair, the campaign shows that change isn’t just good—it’s great. The relatable millennial tone keeps the message lighthearted while inviting customers to give Pret coffee another chance.

 

Alternate Tagline: Change Tastes Good.

 

Concept

A cheeky, self-aware approach that acknowledges Pret’s transformation in a fun way.
Position the coffee as someone proudly showing off their improvement.

 

Execution

Hero Video

Opening Scene:

We see a Pret coffee cup sitting on a minimalist couch in a cozy, dimly lit therapy room. A
therapist’s voice (off-camera) gently asks, “So, tell me, why are you here today?”

Coffee Cup (in a humorous, millennial tone):

“Well… I guess I just wasn’t… enough before. Too intense, a little overpowering, you know?
People said I was… too much. So, I decided to take a step back and work on myself.”

Cut to ‘Flashback Scenes’ of Coffee’s Journey:

• The coffee cup in a yoga class, wobbling slightly in a downward dog pose.

• Coffee cup in a Kuwait-style diwaniya, listening to customer feedback from traditional Kuwaitis. A voice says, “We like balance… not extra extra.” The cup nods thoughtfully.

• The cup at a farm, lovingly inspecting fresh milk.

• A shot of the lid being redesigned for spill-proofing—the cup exclaims, “No more messy moments!”

Back to Therapy Session:

“I’m more balanced now, still strong but smoother, you know? I’ve refined myself, but I kept my character. I’m finally… what they wanted me to be.”

Therapist (off-camera):

“So, what’s next for you?”

Coffee Cup (confidently):

“I’m ready to go back out there. I’m ready to be… loved again.”

Closing Scene:

The coffee cup stands proudly on a tray, steaming and looking perfect. Text appears: “A

Better Brew, Thanks to You.”

 

Social Media Challenge

 

A #ChangedLikePret challenge – Customers are invited to share their positive changes

• Invite customers to share how they’re working on self-improvement (e.g., fitness goals, learning a skill, or breaking a habit).

• Use the hashtag #ChangedLikePret.

• Select the most creative and inspiring stories to feature on Pret’s social media channels. Winners get free coffee for a month.

Memes about personal growth (“If Pret can change, so can you!”).

Local Influencer Collabs:

• Partner with popular Kuwaiti influencers who embody self-improvement (e.g., fitness trainers, career coaches, or mental health advocates). Have them share their own stories about growth, tying it back to Pret’s coffee journey.

 

Activations idea

 

• “Coffee Therapy” Activation in Stores:

– For a week, decorate selected spot in Pret stores to look like therapy lounges with cozy

couches and funny “therapy quotes” on the walls like:

o “It’s okay to be a work in progress.”

o “We’re all just beans trying to find balance.”

o Baristas wear badges that say, “Your Coffee Therapist.”

o Offer free new coffee tastings/sampling

 

• Limited-edition coffee cup lids stickers printed with messages like:

1. A Better Brew, Thanks to You

2. Smooth, like your baqala guy’s jokes.

3. Change Feels Good!

Concept 2: Give it another Shot

This campaign is rooted in relatability, humor, and second chances. It focuses on delivering a simple yet impactful message: Pret coffee has changed for the better, everyone deserves a second shot. Through humorous storytelling, minimalistic visuals, and locally relevant anecdotes, the campaign invites customers to revisit Pret coffee and rediscover its new and improved taste.

The tone is conversational, playful, and intriguing, aiming to spark curiosity and prompt action with a direct call to “Give it another shot.”

Subline: “We heard you. We improved it. Now it’s your turn—give it another shot.”

 

Concept

Play with the idea that everyone deserves a second shot in life, even coffee. Use humor to connect this to Pret’s understanding of customer preferences.

 

Execution

Hero Video Idea (30 seconds)

Scene 1:

• A montage of funny, everyday “second shot” moments:

o Someone failing spectacularly at parallel parking, then acing it the second

time.

o A person attempting to cook an elaborate dish, burning it the first time but

nailing it later.

o A toddler trying to walk, falling, then getting back up and succeeding.

Scene 2:

• Voiceover: “We all get better with a second shot… even Pret coffee.”

• A close-up of the revamped Pret coffee cup, steam rising, with the slogan:

“Give Pret Coffee Another Shot. You’ll Love It This Time.”

Closing Scene:

• Smiling customers taking sips, followed by satisfied reactions.

• Tagline appears: “Second shots are worth it—especially when it’s coffee.”

Activations ideas:

• “Second Shot Day”

– Pret Customers can enjoy their second coffee for free within 48 hours of their first visit. (after showing the receipt)

 

• “Second shot on us Day”

– Customers are offered the second shot of espresso free of charge because everyone

deserves a second shot

• Limited-edition coffee cup lids stickers printed with messages like:

1. “Everyone deserves a second shot”

2. “First Was Good. This Is Better.”

3. “Take 2: Nailed It.”

4. “We Took a Second Shot, So Should You.”

5. “Second Chances Smell Like This.”

6. “Comeback Coffee, Anyone?”

7. “A Glow-Up in a Cup.”

8. “Brewed to Be Better.”

9. “Who Said Sequels Can’t Be Better?”

10. “Plot Twist: The Sequel Wins.”

11. “Old Coffee, Who? Try This.”

12. “New Recipe, Same Love.”

13. “Spill Happens—But Not This Time.”

14. Refining, Redefining.

15. Let’s give us another chance

16. You make me want to be better

17. Spilling the beans? Nope!

18. New year, new Pret

19. Don’t be strange about change

Additional Online & Offline execution ideas (applicable to both concepts)

Teaser Ad 1

A coming soon/ Something new is brewing post:
A swarm of messages/ comments asking for a change in taste, followed by a “We heard you” reply from Pret,

Influencers Promotion (Word of mouth with Micro influencers)

Supporting Post

Followed by the micro influencers’ posts, a supporting animation that shows the transformation of the new no-spill cup.

Teaser Ad 2

Setup in one of the Pret Stores, similar to the reference video, the actor could be an influencer from Kuwait that represents the coffee community.


We will focus on the ASMR sound of him enjoying the coffee with every sip accompanied by text on the side or a VO saying “We asked Fahood to give it a try… he is still enjoying it!“

Mega Influencers Promotion 2 (Outdoor – Mega + Social Media Posts)

Followed by a live event at a Pret store, inviting customers, with the influencers present as well.

Event Day at Pret

 

Entire event the coffee is for free, all location of Pret, even banks / Unis etc.
Also people on talabat and deliveroo will receive one cup of coffee for free coupon for that day.

 

The management will talk about the basic idea: of how important the customers are and the balanced changes that they made, they hope

to gain the customers back to give it another shot again.

 

Why it works:

• There will be live DJ (we have access to the main Gulf Cup DJ which could be another promotional point)

• People buzzing with Pret Joy

• Increase in footfall at the store (boosted by the presence of the influencers)

• Customer-generated content – Most people would share Stories from the event, tagging Pret – These could be reposted by the official account