Brand Overview
Cupper, part of the Abafoods group, is a brand specializing in tea and infusions, founded in 1984 with the mission of offering products that are Natural, Fair and Delicious.
In Italy, Cupper has a distinctive, vibrant visual identity and deeply rooted ethical values. The brand speaks to modern, conscious consumers who care about sustainability and do not want to compromise between taste and respect for the environment.
The Challenge
In a competitive landscape dominated by brands with decades of consolidated presence, Cupper wanted to strengthen its brand awareness in Italy.
The need was not only to generate visibility, but to anchor the brand's core values - natural, organic and sustainable - in consumers' minds, turning surface-level awareness into real purchase intent.
The Kiliagon Strategy
Kiliagon designed an integrated Campaign Delivery & Brand Lift Study campaign to bridge the gap between high-impact visibility and psychological brand resonance. The strategy was built around three core pillars:
- Tech-driven strategy & delivery. Using Amazon DSP video and display delivery technology, Kiliagon implemented a cross-device campaign focused on capturing attention. Delivery was heavily optimized for mobile, which represented 78% of distribution, in order to reach consumers during everyday micro-consumption moments.
- Behavioral targeting. The campaign was not a mass reach exercise, but a targeted activation focused on the most receptive segments connected to grocery and non-alcoholic beverages.
- Impact measurement through BLS. To go beyond direct campaign metrics such as impressions, CTR and reach, the campaign was paired with a rigorous Brand Lift Study.
By comparing a control group not exposed to advertising with an exposed group, Kiliagon isolated the real incremental impact of the campaign on brand perception.
Results
The campaign delivered meaningful performance across every stage of the marketing funnel, from brand memory to purchase consideration.
| Ad Recall | 16.23% control | 38.17% exposed | 59.02% lift |
|---|---|---|---|
| Brand Values Perception | Natural and organic | Incidence doubled | 50.00% lift |
| Brand Consideration | 12.25% control | 24.00% exposed | 51.08% lift |
| Brand Preference | Organic segment | Incremental growth | Stronger competitive positioning |
Note: lift is calculated as the campaign's incremental incidence on the total desired responses in the exposed group.
Key Success Factors
- Mobile-first optimization for micro-consumption. The 78% mobile distribution was not just a statistic, but a precise choice to reach consumers during daily breaks, exactly when the desire for an infusion is more latent.
- From visibility to value resonance. By focusing on the attributes "Natural" and "Organic", the communication aligned the brand's values with consumers' identity, doubling positive perception in these key categories.
- High-precision behavioral targeting. Reaching 87% of the 18-59 core target helped turn each impression into a more qualified purchase consideration opportunity.
- Scientific validation through Brand Lift Study. The comparison between control and exposed groups made it possible to measure not only views, but how much the campaign shifted purchase intent and brand preference.
Conclusions
The Cupper case shows that when creativity meets precision technology, the results can be transformative. By using real-time data and a solid Brand Lift Study, Kiliagon and Cupper did not simply deliver impressions: they generated a measurable change in the way Italian consumers choose their next infusion.