A Playful Mascot And Delicious Coffee Sleepy Owls Campaign Is About All Things Good

Sleepy Owl sends a clutter-breaking message to its consumersthe coffee is that good and missing, it is your loss.
Sleepy Owl
Sleepy Owl

Sleepy Owl, India&rsquos leading coffee brand, announces the launch of its light-hearted, engaging brand campaign that features a clutter-breaking message for its consumers - the coffee is &lsquoThat Good&rsquo and missing it is &lsquoYour Loss&rsquo.

Sleepy Owl has been brewing success in the beverage industry of India for the past 6 years. Their new advertising campaign upholds the brand's motto of "Keeping It Real.&rdquo Leaving the comfort of marketing jargon, the aim of the brand is to evoke curiosity amongst the audience about why they should not miss out on Sleepy Owl&rsquos products. 

The campaign's central theme is a nod to the brand&rsquos premium-tasting coffee. It explains to the audience that Sleepy Owl Coffee tastes incredible and would be a loss should they choose to skip it. To further get the message across, the brand brings its mascot, the signature blue Owl, to life in the campaign, where it takes centre stage.

The campaign aims to evoke FOMO with the hashtag #YourLoss in the viewers' minds, only this time, it&rsquos the Fear of Missing Owl. Additionally, coming through (with a cup of delicious brew) is the &lsquoSleepy Owl&rsquo in its true form, which can be seen as a delightfully oddball character, spreading the word to the world and letting them know that if they are not drinking Sleepy Owl Coffee - they are simply missing out.

Speaking on the newly launched campaign, Mr Ashwajeet Singh, Co-Founder of Sleepy Owl Coffee, said, &ldquoIn a media environment, where brands heavily rely on celebrity endorsements to gain credibility and garner attention, we decided to break through the clutter. The new-age consumer isn&rsquot looking to be bombarded with superficial reasons to buy a product. Hence the Owl&rsquos promise of a great-tasting coffee is put in a fun, quirky, light-hearted manner as it points to the simple fact-if you&rsquore not drinking Sleepy Owl Coffee, it&rsquos your loss.&rdquo

Commenting on the uniqueness of the thought in communication, Mr Arman Sood, Co-Founder of Sleepy Owl Coffee, added, &ldquoThe idea borrows from the brand&rsquos marketing philosophy of keeping it short and simple. In a category cluttered with over-the-top messaging built around the product, the brand chose not to romanticize coffee and let the taste speak for itself. Thus, the route towards a campaign would let us get real with our customers and communicate with them, in their own language.&rdquo

Sleepy Owl has brought out an edgy campaign that comprises four films. Conceptualised and written for the digital space comprising spirited young millennials and hyper-aware gen Z, these films carve consumer touch points, each set against everyday coffee consumption occasions. Adding a tinge of wit, information, and fun, the last movie in the series will let the OWL break the fourth wall and do its magic

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