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