BEANS Coffee Roaster
It’s not easy being dirty. It’s not easy being dirty.
The Challenge
Dirty Coffee is everywhere, but the difference between a decent one and a good one is not always obvious. BEANS wanted to put its version on the map, bringing more people into its cafés while reinforcing its place in Bangkok’s specialty coffee scene.
Services
The Start
BEANS wanted people to understand its Dirty Coffee – and order it more often. The campaign needed to build awareness around what made the drink special, while giving people a reason to visit.
We were speaking to a broad but curious crowd: coffee drinkers, city workers, café regulars and travellers looking for their next stop.
Our Journey
We started with BEANS’ audience, brand language and the way people engage with coffee content. From there, we built the campaign in four stages: awareness, education, engagement and conversion. Each one had a job to do, taking people from curiosity to their first cup.
After exploring different creative routes, we landed on a simple idea: “It’s not easy being dirty.” It gave Dirty Coffee a playful voice and just enough edge to stand out.
We brought the campaign to life through photography, video, animation and social content. An in-store interview series invited customers to “tell us your dirty secret”, while even the receipts became part of the experience. A coffee order is a small thing. No reason it cannot have a little personality.
The Finale
The result was a full campaign roll-out that brought Dirty Coffee to life both online and in-store. Hero imagery, animation and video content created a consistent social presence, while campaign visuals extended into the physical space as decorative and shareable moments for customers.
From the feed to the coffee shop, every touchpoint gave people another reason to get curious about Dirty Coffee, and experience BEANS for themselves.
Photos from @beans.bkk
