Project Documentation (PDF) - Design Management, International

LEGO
MEETS
COFFEE
Lucerne University of Applied Sciences & Arts
Design Management, International
Design Management 2 Module
Tutors: Jan-Erik Baars, Stijn Oostervoort
Lionel Hofstetter, Antonia Matejka, Claudio Vögtli
CLIENT
EDITION
1

EXECUTIVE SUMMARY
This document contains ideas how to tackle the
new LEGO Brand business opportunity– creating
a LEGO-Coffee experience, by taking the LEGO
Brand’s main values and reflecting them on coffee.
The goal is to build an entire-life-connection
to the LEGO Brand by addressing young adults,
who lost the connection to the brand, through a
coffee experience.
RESEARCH & ANALYSIS
The LEGO Brand, a Dutch toy manufacturer, is offering a product
portfolio, which primarily addresses LEGO’s main target
group, children. Nevertheless, the LEGO Brand is well known
all over the world not only having children playing with their
toys, but also adults, who have a connection to children, such
as parents or grandparents. The LEGO Brand’s main values
are imagination, caring, fun, learning, creativity and quality,
issues they implement in every action they make.
Due to the fact that coffee is perceived as an energising beverage
for adults, a new target group was defined, since bringing
children closer to coffee would not correspond to their
main values, such as education or caring.
DISCONNECTED
Research on former LEGO users showed that people mainly
lose the connection to the LEGO Brand when they are teenagers,
around the age of 17. At the same time, this is the moment
where most young adults start drinking coffee, found
out through interviews. Furthermore, research indicated that
these so called Disconnected are reconnected to the LEGO
Brand when they are parents or grandparents themselves, revealing
that there is a gap between the age of around 18- 28.
In order to address every age group, the Disconnected was
taken as a target for the new LEGO-Coffee experience.
According to the disconnected target group their ideal LEGO
Product can be individualised, offers the possibility to socialise,
build and play, includes a certain cult-factor and evokes
childhood memories. These requirements were taken as criteria
to evaluate the viability of following ideas and concepts.
Combining criteria, the target group’s main driver – which was
defined as “defining oneself–, coffee behaviour an the LEGO
Brand’s main values were considered when stepping into the
idea generation and concept finding phase.
CUPCAP
Evaluating the gained insights and the following concept ideas,
the concept “CupCap” seemed to correspond the most
to the given criteria. The concept CupCap contains the idea
of having a coffee cup lid made out of silicon and having the
shape of well known LEGO figures’ headpieces, such as different
hairstyles or helmets. The idea is to fill the gap of products
for disconnected adults by offering different kinds of
coffee cup headpieces, through which can satisfy their main
expectations and their driving need.
TOUCH POINTS
The new product will be implemented into the market via supermarkets
and coffee houses, places where the disconnected
have their coffees from. Toy stores are not considered, since
these are not places where the disconnected go. Furthermore,
viral marketing in connection with social networks on the one
hand, and classical print advertisement on the other hand are
considered, on a humorous base.
2

TABLE OF CONTENT
CONSTRUCTION MANUAL
1. TARGET GROUP
2. CRITERIA
3. ENVIRONMENTS
4. VALUES
FINAL CONCEPT
TOUCH POINTS
USAGE EXPERIENCE
PURCHASE EXPERIENCE
COMMUNICATION EXPERIENCE
BUSINESS CASE
4
5
6
7
8
9
11
12
13
14
15
“
THE GOAL IS TO CREATE A NEW CUSTOMER EXPERI-
ENCE FOR THE LEGO BRAND AROUND COFFEE.
”
3

CONSTRUCTION MANUAL
1. criteria 2. 3. 4.
TARGET GROUP
The torso of the LEGO figure represents the
defined target group Disconnected - the
heart and main part to consider during this
project and the product development. On the
base of this target group the whole LEGO
Coffee Experience is created and designed.
CRITERIA
The head represents the defined product criteria
- associations, experiences and expectations,
which our target group has in mind in
connection with the LEGO Brand. These criteria
should stand for clear product attributes
in our future concepts for the LEGO Coffee
Experience.
Stick the head, with all its associations and
expectations, on the body part, the target
group, and go on with step three.
This construction manual serves as a summary of our main findings of the research phase. These findings
are presented in a LEGO figure, built together of all its different parts, which is the base for our LEGO
Coffe Experience product. Each part of the construction manual is explained later in this document.
ENVIRONMENT
The legs stand for the defined environment
coffee break, in which our LEGO Coffee Experience
product or service should be placed
- since feet carry our target group where they
want to go (respectively where they want to
drink their coffee).
Bring the head, the body part and the legs,
representing the environment coffee break,
together and the LEGO figure is almost finished.
VALUES
The hat represents the brand values of LEGO
and builds the over arching and overall values,
which all must be present and considered
attributes of the LEGO Coffee Experience
product.
As final step, put the hat on top of your LEGO
figure - the overall brand values, over arching
all the other parts - and start to play!
4

1.
TARGET GROUP ANALYSIS
We analysed the current target group situation - mainly addressing children - in combination
with a LEGO Coffee Experience and checked it’s viability. Perceiving coffee as an energizing
beverage for adults, we came up with the following problem definition: The combination of
coffee and the LEGO Brand does not fit the current target group’s needs and wants and does
not correspond to the LEGO Brand’s values, such as caring or education.
Therefore, the only solution is to adapt the target group.
With help of the following heartbeat diagram we managed to analyse the possible target
groups for this project. We identified people, who are disconnected from the LEGO Brand and
found out that these correspond to the people, which start drinking coffee. Therefore linking
the disconnected people with the LEGO Brand again – by means of a Coffee Experience - offers
a great business opportunity. Based on this finding, we decided that this category of
people should represent the target group for our project. The aim is to offer an entire- life- connection
to the LEGO Brand.
PHASE NON COFFEE DRINKER
COFFEE HEARTBEAT
LEGO HEARTBEAT
PHASE CONNECTED
Target: Children, User
The group ‘Connected’ are children between
2 and 17 years, who play and build with the
LEGO Products for fun or educational reasons.
These user are directly connected to the
LEGO Brand and are successfully addressed.
PHASE COFFEE DRINKER
PHASE DISCONNECTED
Target: Young adults
The group ‘Disconnected’ are young
adults between 18 and 28 years, who
are becoming adults but not yet thinking
about starting a family. They used
to play with LEGO products in their
childhood but nowadays can’t identify
with it and therefore are totally
disconnected.
PHASE RECONNECTED
Target: Adults, Consumers
The group ‘Reconnected’ are adults
between 29 and 45 years, who
start raising a family and playing or
building LEGO with their children -
through this, they are reconnected
to the LEGO brand.
This page indicates the reasons why as well as how we tried to find a new target group for the LEGO-Coffee
experience, which differs from the usual LEGO- Target group.
TARGET GROUP DEFINITION
The following description of the disconnected target group is based on our group’s perception.
The target group is chosen first demographically (age) and then in terms of peoples characteristics.
THE DISCONNECTED –
FIND OUT WHAT THE FUTURE BRINGS!
Being open minded and interested in different kind of things what life has to offer, describes
the way this target group enjoys and lives their life. They want to find out what the future
brings to them but also intensively live the moment.
Having experienced the childhood and teenage years, this targeted segment is settled between
the age of 18 to 28 years. They start a second education or gain work experience, in
order to deepen their knowledge and to learn more about the topic they are passionate about.
They try to find the right track in order to achieve their personal goals and realizing their
dreams to live independently the life they want. Money is not the most important thing for
them but they still like a certain living standard, in order to afford the things they enjoy doing.
They care of themselves and therefore also work hard to keep up their perceived quality of life.
In their leisure time this target group enjoys being together with friends and values the contact
with different people and cultures. Privately they enjoy creating own things such as printing
T-shirts or developing photos on their own. They are particularly interested in new medias, art/
graphics/illustration and music but as well like to discuss about politics or economic topics as
this also bothers them.
DRIVING NEEDS:
The over arching driving need of this target group is “defining oneself”.
In this stage of life, human beings start to find their positions in life
and realise who they are. As a part of this, people start differentiating
themselves through their habits, preferences and behaviour. Furthermore
people between 18-28 want to separate from their parents and
start living independently.
OUTER INFLUENCES:
Besides the inner drivers of this target group, there are outer influences
that let them behave the way they do. With education for example, they
have to define their future career and thus belong to a certain group.
5

2. LEGO HABITS, ASSOCIATIONS AND EXPERIENCES
INDIVIDUALISE
Be it playing, building, destroying
or constructing, LEGO provides the
possibility to do and create something
individual and personal in order
to express themselves and their
creative ideas. Therefore the group
rated “individualise” as one of the
most important issues regarding
the LEGO Brand.
PROBLEM:
LEGO provides no product for our
target group, which let’s them express
themselves.
CRITERIA:
The LEGO Coffee Experience product
allows the user to individualise
it according to the own personality.
The following criteria are the main insights into what the target group associates with the LEGO Brand, what they have
experienced with and what they expect from a LEGO Product.
CULT
INDIVIDUAL
THEMES
COLOURFUL
PLAYED ALONE
BRICKS
BUILD
& PLAY
PLAYING ROLES
SELF EXPRESSION
BUILDING
DESTROY AGAIN
FUN
PLAYING
MEMORIES
NICE MOMENTS
CHILDHOOD
RECALLING MEMORIES
PLAYED WITH FRIENDS
AND FAMILY
EDUCATION
PLAYING AT HOME
X3 SOCIALISE X3 CULT
X2 MEMORIES X2 BUILD&PLAY X1
“Socialise” is a very important issue
of LEGO. Be it playing alone, with
familiy members, friends or strangers
- LEGO connects.
PROBLEM:
There is no LEGO gadget available
for our target group, that simplifies
connecting to their environment.
CRITERIA:
The LEGO Coffee Experience product
needs to be an object that provokes
interaction between people.
Traditional forms and colours of the
LEGO Brand are imoprtant to the
target group, as they have never
changed and therefore could stay in
their minds over years. These are really
striking characteristics that represent
the cult brand.
PROBLEM:
Since it is perceived inapproporate
for our target group to use LEGO
products in its original way, building
a house for example, they automatically
lose connection to the cult
LEGO products and characteristics.
CRITERIA:
The LEGO Coffee Experience product
has to benefit from the “cult”
characteristics of the LEGO brand,
such as the traditional colours and
forms.
The target group told us about
their memories and childhood rememberings
in connection with the
LEGO Products. It was interesting
to see that all memories were positive
ones. Memories seemed to be
important but not as important as
socialise and individualise, thus the
group rated with x2.
PROBLEM:
There are barely any touch points
of the LEGO Brand that reaches our
target group, which could evoke
their positive memories.
CRITERIA:
The LEGO Coffee Experience needs
to include enough LEGO brand attributes
in order to evoke this positive
remembrance.
One of the associations was
build&play, which came to peoples
minds. Obviousely, with LEGO Toys
the building and playing aspect is
basically the purpose of the toys
and represents what people do
with it. Nevertheless, for our target
group the build&play aspect is not
that important anymore, thus x1.
PROBLEM:
We observed that our target group
has no need for a traditional toy to
play with, but likes abuse daily objects
to keep their fingers busy.
CRITERIA:
The LEGO Coffee Experience needs
to include an adjustable part, needs
to be changeable or needs to include
a playing feature.
SOCIALISE
6

3.
LEGO MEETS COFFEE
EVALUATION CRITERIA
CULT *2
INDIVIDUALIZE *3
SOCIALIZE *3
BUILD & PLAY *1
MEMORIES *2
TOTAL
IN THE MORNING
SCENARIO 1:
Frederik wakes up late. He rubs his
eyes and grimly walks into the bathroom
to shower. Once he’s ready
he walks into the kitchen where his
flatmate appreciative eats a birchermüsli.
The two of them greet with
a short “morning” and Fred immediately
starts to prepare coffee. Since
the shared flat kitchen does not include
a coffee machine, he is forced
to use his Bialetti moka machine.
He always puts two different kinds
of coffee powder in the upper part.
While the coffee starts to boil, Frederik
takes his favourite cup and his
flatmate starts to laugh and makes
fun of it. The cup has a micky mouse
print on it and Fred defends the cup
by saying that it is already cult and
he received it with 10 years on a trip
to Disneyland. Frederik checks his
watch and realizes that he has just
another few minutes at home, so he
tries to drink faster and burns himself
with the hot coffee.
These 4 different scenarios were analysed in order to define which environment offers
the greatest potential for the LEGO Coffee Experience product.
COFFEE TO GO
SCENARIO 2:
After an intensive morning in school
and a late night session for his school
project Frederik is tired to death.
Unfortunately he has to work for the
agency in the afternoon. Since he has
nearly no time between school and
work Fred decides to skip lunch and
just grab a coffee to go. As he forgot
his thermos bottle at home, he
is forced to buy a coffee in a bakery.
He decides to indulge himself something
and buys a coffee at Starbucks.
He receives a fancy cardboard cup
with his name on it written by the
barista, what usually provokes discussions.
Frederik immediately has
a bad conscience because he knows
that he will have to through the cup
in the bin as soon as he finished
the coffee and starts to think about
the economic waste of plastic and
regrets to forgot his bottle. Frederik
sets off while playing with the
cardboard that protects his hands
from the heat an elderly woman approaches
him about Starbucks and
want’s to know what it is all about.
COFFEE BREAK
SCENARIO 3:
Late hours at the agency are the
rule rather than the exception, so
he needs breaks to keep himself
motivated and focused. Since most
of his colleagues are smokers and
therefor make several small breaks
during the day, instead of two big
breaks, Frederik adjusted his break
behaviour to theirs, to not spend the
time alone. To ensure not to stand
around without anything to do, he
drinks coffee, usually more than he
actually needs to stay awake. This
several little coffee breaks serve him
to exchange with his co-worker and
help him to prevent getting lost in
work. The group loves to make fun
about Frederiks picture-coffee cup
(which all of the employees have to
prevent permutations and serves as
a little inside joke). To divert the topic
about his cup, Frederik compares
a co-worker who’s currently rolling a
cigarette and wears cowboy boots
with the Marlboro man, and everyone
is laughing again.
COFFEE CHIT-CHAT
SCENARIO 4:
4 Cup 5 Starbucks coffee 5 Marlboro cowboy 2 Coffee house
3 Coffee powder mix 5 Name on cup 5 Picture-Cup 1 Cappuccino
For Frederik and his best friends
there’s nothing better than sitting
together and enjoining coffee. Usually
they meet in their favourite
cosy little coffee house in Kreis 4 on
Sundays and just chat. They spend
hours in their chairs, drinking coffee
and enjoining a piece of cake. They
all know each other’s since kindergarten
so they never run out of topics
for conversations. Old memories
about funny stories in the sandbox
belong to the usually topic just as
new clothing trends or possible
destinations for city trips. While
most of Frederik’s friends order espressos,
Frederik and his friend Ben
usually drink cappuccinos and make
little artist contests. The winner is
the one with the nicer artwork made
out of the chocolate and cream on
top of the cappuccino. The jury consists
of the other group members.
1 not much talking 4 Provoked discussions 5 Drinking coffee to socialize 5 Meeting each other
2 Bialetti machine 3 Playing around with cardboard 2 Rolling cigarette 4 Contest
3 Disneyland 2 Coffee / Youth 4 Picture 5 Childhood, things in common
28 44 50 36
7

4.LEGO BRAND VALUES
This is the last part before going into the concept development!
Having put together the target group, their main criteria and the most suitable
LEGO-Coffee environment, we added the LEGO Brand values as
over arching criteria and came up with the final concept on the
following pages.
FUN
Fun is the happiness people experience when
they are fully engaged in something and making
progress towards a goal. Fun is both in the
process, and in the completion.
IMAGINATION
The playing and building aspect of LEGO
products is all about imagination. Curiosity
and playfulness ask for solution that makes the
user think and imagine possibilities of creating
something extraordinary.
CREATIVITY
Creativity is the ability to come up with
ideas and things that are new, surprising
and valuable.
The core values of the LEGO Brand, imagination, creativity, fun, learning, caring and quality, build
the over arching values, which must be included into the LEGO Coffee Experience product.
FUN LEARNING CARING QUALITY CREATIVITY IMAGINATION
LEGO
JOY OF BUILDING, PRIDE OF CREATING
LEARNING
Learning is expanding peoples thinking
and doing (hands-on, minds-on)
experiments.
CARING
Caring is about the making a positive
difference in the lives of others. Caring
is about humility – not thinking
less of ourselves, but thinking of
ourselves less.
QUALITY
Quality means the challenge of continuous
improvement to be the best toy, the best for
children and their development and the best to
LEGO Groups community and partners.
8

CUPCAP
Final Concept
Thanks to the evaluation of the concepts that were developed,
we came up with the final concept for this project. The
concept CupCap convinced due to its high rating in the criteria
socialise and satisfying the main need of our target, which
is defining oneself.
CONCEPT IN SHORT
The LEGO CupCap concept provides different coffee cup lids,
out of silicon, in the shapes of well known LEGO hairstyles
and headpieces. The reusable lid prevents the user from spoiling
coffee and keeps the beverage hot. A variety of different
hair and cap styles will foster the differentiation between the
different users and the silicone material invites them to play
with. The LEGO CupCap lets the user totally personalise and
individualise its own LEGO Coffee Experience.
Due to this new LEGO product, the target group Disconnected
can reconnect with the brand with the help of a fun and
creative way of drinking coffee.
PRODUCT CRITERIA
In the design of the LEGO CupCap, the predefined criteria of
the design brief and the LEGO Brand values were included
and all reveal through the different product attributes. The
most important ones, individual, socialising and define oneself
are integrated as followed:
INDIVIDUAL
Due to the fact that we offer different headpieces (helmets,
hats, hairstyles etc.) each user will find one to identify with.
Through this differentiation, each user can personalise and individualise
its LEGO Coffee Experience.
SOCIALISING
As the product itself is already special and furthermore the
nostalgic hairstyles of LEGO are funny to look at, this product
will definitely provoke conversation. Talking about the Cup-
Caps, memories about the childhood in connection with the
LEGO Brand will be awakened automatically. Thus, people will
talk about their experiences they had regarding the LEGO
Brand. Through the well known shapes, the CupCaps will be
part of the LEGO Brand’s cult-factor products.
DEFINE ONESELF
Since our product range includes different kinds of CupCaps
(different shapes and colours), each user has the opportunity
to express himself through his favourite CupCap. Are you
more of an easy going, cool fellow? Then go for the cap or
the dude hairstyle. Are you more of a doer? Then go for the
building worker helmet.
LEGO CUPCAP CHARACTERISTICS
CUPCAP
The CupCap keeps the coffee hot by covering the cups surface
and allowing the user to drink coffee through a small gap.
Due to the variety of different headpieces each user will find
a suiting one to its looks, likes or memories. In this way everyone
knows which coffee is who’s and the LEGO CupCap will
be much talked of and evokes memories. For the ones who
have to keep their fingers busy, it is a perfect toy since you
can stretch the silicon material but not rip it in to pieces.
PURPOSE
The CupCap lets you individualise your coffee mug, keeps
your coffee hot and furthermore helps the user to take care
of our environment. By avoiding disposable plastic lids and
cups, the durable CupCap offers you a fun and creative way
to drink your coffee.
USAGE
The LEGO CUPCAP’s can be pulled over the top of coffee
mugs with a diameter between 7 to 8cm (also take away
cups). The cap is durable and can be used several times , since
it’s rinsable in the dishwasher. The usage in general is very
easy and helps you making your coffee experience more enjoyable.
MATERIAL
The CupCap is made out of silicon to encourage the isolation
of the mug and keep the coffee hot. This material allows
the user to pull the lid easily over any average coffee mug.
Furthermore this material can easily be washed and provides
a comfortable drink experience for the user. The actual Lego
CupCap would be made of food safety silicon. The reason for
using silicon is its elasticity. So the product can be used for
several cups and not just for one type of cup.
9

CUPCAP
Final Concept
PRODUCT RANGE
In the first phase of the product launch, we want to offer 8 different CupCap headpieces. This
range exists of 4 different hairstyles, each one in three colours (blonde, black and brown), and
4 caps respectively helmets in five different colours (red, black, blue, green and yellow). All
headpieces are characteristically designed for different users, in order that everyone can identify
with one of the CUPCAP’s. The following eight presented CUPCAP’s form the first base of
characteristics to launch:
MEN HAIRSTYLES
Mr. Nice Guy: “I finish first because I let the ladies first”
The good looking, charming and elegant type. Classic and always dressed right.
The Dude: “Hang loose”
The lazy intelligent surfer or skater type, who lives his life easy-going.
WOMEN HAIRSTYLES
Sporty: “I’ll let the racket do the talking”
The cheeky girl, who likes to have fun and loves doing sports.
MissRetro: “A girl should be two things, Classy and Fabulous”
The trendy and fashion-conscious hipster girl, who adores classic retro things.
UNISEX HEADPIECES
Rebel: “I’ve been reckless, but I am not a rebel without a cause”
Bad guy or girl who likes to take risks.
Coolio: “I’m gonna pimp your mug”
The never grown up cool girls and boys.
The Doer: “I do stuff with my hands”
Hands on people, who like to work hard and efficient.
Chief: “Do it my way!”
The man or woman in charge who loves the feeling of authority and likes to lead others.
Mr. Nice Guy The Dude
Miss Retro
The Doer
FUTURE PLANS
Rebel
Chief
Sporty
Coolio
In the near future, after a successful product launch of the first product range, we consider to
cover two new areas of topics for CupCaps. One of these is jobs, where we try to offer hats for
different job descriptions, like chef cook, police officer, worker’s hat, and on the other hand film
theme based CupCaps, where we want to offer typical hats or hairstyles of current blockbusters.
Furthermore, the LEGO Brand could offer an office package, including different kinds of
headpieces for office use. Additionally the LEGO Group could think of offering a withe mug
with the lids, in order to give the customer a “starting package”.
10

TOUCH POINTS
Creating a customer experience for the user
of the LEGO CUPCAP’s includes several
touch points and considering all being part
of the brand. The combination of successful
communication, purchase and usage experience
build the framework around an effective
brand experience.
BRAND
EXPERIENCE
USAGE
EXPERIENCE
PURCHASE
EXPERIENCE
COMMUNICATION
EXPERIENCE
In the usage experience we focus on the easy usage and especially the fun
factors while using the LEGO CUPCAP’s. By painting and individualising
the coffee mug based on everybody’s personal desire, the whole world of
coffee drinking becomes more fun and creative.
The LEGO CupCap product will be placed in big supermarkets, with which
LEGO already has contracts, and coffee stores. As this product is not in first
line a toy, the product will mainly be situated in the household department.
Special shelves and POS Material will be produced in order to best place
and represent the LEGO brand in this new field.
The communication for the LEGO CupCap is created with media who interests
and focuses on our target group. Due to this we want to focus in first
line on advertisement in connection with social media networks and other
web channels. The communication language is young, smart and amusing
in order to place the product right in the market and reach the favoured
customers.
11

USAGE EXPERIENCE
Touch points
USAGE
In the usage of the LEGO CupCap we focus on easy handling
and the fun factor while using the product. The differentiation
of the different lids fosters this fun factor as users can build
up their personal stories about their coffee mug or even start
to collect different CupCap types.
With its flexible silicon material, the LEGO CupCap provides
really easy handling. The user only needs to stretch the product
over its personal, average coffee mug and the LEGO Coffee
Experience is perfect. The agreeable material provides a
comfortable drinking experience and furthermore invites the
user to play with a curl of hair, sideburns or other headpieces
attributes.
As additional usage experience, the user can also individualise
its mug even more with marking and painting, with water
soluble marker, facial expressions on its surface. Due to this,
the user has the chance to foster its own imagination and create
its really personal LEGO CupCap Coffee Experience.
FURTHER USAGE
As the CupCaps are designed in order to fit on coffee mugs
with an average diameter between 7 and 8 cm, the lids also
work for the very often used cardboard mugs in bakeries or
other coffee shops, where our target group gets their favourite
coffee for their break. This helps the user to take care of
the environment, by avoiding using always the disposable
plastic lids that come with the cardboard mugs. This further
usage will be also encouraged through the placement of the
products in these bakeries and shops, which we explain further
on the next page.
INSTRUCTION MANUAL
The Instruction manual shows how to put the LEGO CupCap on a Cup, how to wash it and
further do’s and don’ts. The manual contains usage ideas such as painting facial characteristics
on a mug. It is designed in the classic LEGO Construction Manual style.
12

PURCHASE EXPERIENCE
Touch points
PACKAGING
The LEGO CUPCAP will be sold in a package which will
build on the traditional LEGO Packages but clearly differentiate
in terms of a more grown-up appearance. In terms
of colour the Packaging mainly consists brown to reference
to coffee and only the part with the euro hole will be
in the colour of the respective LEGO CupCap. This allows
the customer to quickly find the desired colour in a POS.
The Packaging Material exclusively consists of recycled cardboard
to protect the environment.
Since the LEGO CupCap hidden in a closed box is no longer
self explanatory the package will allow to see the inside
through three openings. To demonstrate the use of the LEGO
CupCap it is already put on a cardboard cup. The cup is not
meant to drink from but he contains the instruction manual.
SELLING POINT
The LEGO CupCap has a unique selling point as the LEGO
Coffee Experience stands out in the market of ‘normal’ and
already known coffee mug lids. It is promoted as a new fun
and creative way to drink coffee, which can be a strong selling
point when trying to compete with other coffee mug or
lid products.
SHOP PLACEMENT
The LEGO CupCaps will be placed in big supermarkets or
stores, such as Coop or Manor, in which LEGO already places
its products. LEGO therefore can profit from existing contracts
but use another department, instead of the toy department,
to place the product. It is planned that the LEGO Cup-
Cap is sold in the household department, where also other
coffee products can be found. We clearly want to distance
from selling the product in classical toy stores, as then our target
group would not be addressed and could not be reached.
Furthermore we would like to plan for the future to place the
LEGO CupCaps as well in bakeries, such as Bachmann, and
trendy coffee stores where young adults drink or get their
coffee from. The lids can then directly be used as the lid for
the cardboard mug you buy.
13

COMMUNICATION EXPERIENCE
Touch points
BRAND COMMUNICATION
In order to reach the Disconnected the brand communication needs to differ from how they
meet the brand until now. It has to be more mature but needs to stay a little bit cheeky.
ADVERTISING:
For advertising we would mainly focus on viral marketing and print.
What has proven as one of the best trigger for the age group of the Disconnected is humour,
therefor all our marketing needs to make people grin and through that provokes discussion
and foster selling. Brand Communication will differ from the common LEGO Communication to
reach the Target Group but it will stick to the LEGO Values. Product Communication
VIRAL MARKETING
Our target group the Disconnected either loves spending a lot of times surfing the internet and
exchanging on social networks such as facebook and twitter or tries to avoid these platforms
at all costs. To reach the “Addicted”, Slick targeted advertising on such sites can spread just
like a virus. A good viral advertising has to be unconventional and should evoke the urge to
show it to friends.
To reach this we make use of provoking humour through online full page banner advertising.
This advertising will show up by visiting certain news website such as 20min and tagi.ch. The
visitor will see the normal website but on a second layer on top of breaking news images will
appear the LEGO CupCap headpieces. Famous politicians and movie stars for example will
than be wearing plastic old fashioned LEGO Haircuts or Hats. By clicking on the headpiece the
visitor will be forwarded to the LEGO CupCap facebook page where he can become a fan or
share his favourite images with all his friends. On this site the Link to coffee will be shown by
presenting the actual product: LEGO CUP CAP.
PRINT ADVERTISING
Since a large part of the Disconnected avoids Social Networks to maintain privacy we address
them by print advertising in selected lifestyle magazines. Here again we focus on humour by
using cliché as a peg. The LEGO CupCap Headpieces will be positioned in environments where
their “typical” carrier is located. The Link to coffee is shown by mistaken or emptied coffee
mugs.
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BUSINESS CASE
REFERENCE
PROJECT OWNER
The Lego Group
PROJECT MANAGER
Lionel Hofstetter
PROJECT TEAM
Antonia Matejka
Claudio Vögtli
Lionel Hofstetter
CONTEXT
BUSINESS OBJECTIVE
The LEGO Group’s objective is to come up with a coffee experience,
which is based on their brand values. Creating a fun
and creative way to drink coffee, will extend not only their
product portfolio but also offers the possibility of targeting
adults – not only children.
The aim of the LEGO Group is to generate 15% of their whole
sales in the next ten years with products for adults.1 By introducing
specially designed products for adults and targeting
their needs, the LEGO Brand will gain new customer and find
new ways to expand their brand experience.
OPPORTUNITIES
The project LEGO Coffee Experience, offers huge opportunities
for the LEGO Group. By addressing a new target group,
which was defined through this project and later mentioned
in this document, the company gains new market share and
furthermore can expand their product portfolio with products
for adults. By providing adults a LEGO Coffee Experience, the
company can reconnect people, who stopped using LEGO
Products after their childhood, to the brand.
1 http://www.20min.ch/finance/news/story/17934075
VALUE PROPOSITION
DESIRED BUSINESS OUTCOMES
The desired business outcomes are:
Generate 5% more sales in the next 5 years in the field of adult
products
Implement new communication language in touch points in
order to address the targeted people
Increase brand loyalty
Offer people an entire- life connection to the LEGO Brand
FOCUS
PROBLEM SCOPE
The problem definition of the project was as followed:
The combination of coffee and the LEGO brand does not fit
the current target group’s needs and wants.
Our group decided not to focus on the main target group,
children, for the requested LEGO Coffee Experience. As a
consequence we need to define a new target group for the
LEGO-Coffee experience.
SOLUTION SCOPE
The leading question throughout the research phase was:
What do we need to change/consider/do in order to match
the LEGO Coffee Experience with the new customer’s needs,
wants and expectations?
ASSUMPTIONS
LEGO Products are cult toys, which evoke childhood memories.
Drinking coffee is a lifestyle connected with habits and rituals.
People start drinking coffee with the association of finally being
an adult.
Coffee is a traditional social connector.
PROJECT SCOPE
TARGET
Aim of this project was to find a new target group to address
with a LEGO coffee experience in order to expand the market
share and the product portfolio. Thanks to the intense research,
the project team realised that there are young adults,
which are disconnected from the brand. This group of people
used to play with LEGO Products in their childhood but nowadays
is totally disconnected, as they no longer can identify
themselves with their products and not already have children
who play with it.
TARGET GROUP DEFINITION
Find out what the future brings! The target audience for this
project consists of young adults between 18 and 28 years old,
who are becoming adults but not yet thinking about raising a
family. These people are going through a second education
or gain work experience in order to find out what they want
to do in future. Their driving need is to define themselves in
order to find their place in society and their environment. Exploring
the surroundings, being no longer dependent on their
parents and differentiate themselves are main factors which
result out of this need.
This target group offers great possibility to place the LEGO
Coffee experience, as these people are really brand driven
and can be fascinated with the cult of LEGO. Through a fun
and creative coffee experience, driven by the brand values of
LEGO, we can evoke their childhood memories and reconnect
them to the brand.
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BUSINESS CASE
CONSUMER INSIGHT
We conducted several different interviews with people of
our target group and got valuable insights what they expect
from both - coffee and LEGO.
“Of course I also would buy LEGO because of my childhood
memories...”, Christoph M.
“LEGO ist so alt wie du es einsetzt, was du daraus machst und
begleitet dich auf deinem Lebensweg.”, Marc H.
“I drink coffee very often with someone else - I mostly drink
coffee to chat with others.”, Manual S.
EXPERIENCE ENVIRONMENT
As found out through research about our target group, the
created LEGO Coffee Experience product should fit in the environment
coffee break.
We see greatest potential for the LEGO Brand in the area of
an emotional experience, where coffee is secondary, since we
do not recommend to dive into the coffee making as such.
The experience could use coffee as some kind link the target
group with the LEGO Brand. Therefore the coffee would not
be the main focus, but the LEGO-Coffee experience should
evoke memories people have in terms of the LEGO Brand and
thus, childhood memories etc..
COMPETITIVE ENVIRONMENT
There is no direct competitor, as no other toy manufacturer is
also in the field of coffee. On the other hand there are competitors
that deliver high class coffee products such as Starbucks
and Bodum. They have long time experience in producing
coffee gadgets (such as coffee mugs and lids for coffee
mugs) and therefore also are seen as the main competitors.
http://en.wikipedia.org/wiki/Business_case
DELIVERABLES
OUTCOMES
The LEGO CupCap concept provides different silicon coffee
cup lids in the shapes of well known LEGO hairstyles and
headpieces. The reusable lid prevents the user from spoiling
coffee and keeps the beverage hot. A variety of different
hair and cap styles will foster the differentiation between the
different users and the silicone material invites them to play
with. The LEGO CupCap lets the user totally personalise and
individualise its own LEGO Coffee Experience.
DELIVERABLES AND BENEFITS PLANNED
The upcoming LEGO Coffee Experience, represented by the
LEGO CupCaps, should reconnect the Disconnected with the
brand and should provide them with a fun and creative way to
drink coffee. It conveys the following benefits to the people:
Let people individualise their coffee experience
Let people recapture memories
Give people a product, which helps them to connect to its
environment and evoke conversation with others
COFFEE AND LEGO
During this project we gained, through qualitative research
such as interviews and observations, the valuable insights in
order to connect the LEGO Brand with coffee. We know exactly
what the need of target group is and what they expect
of the LEGO-Coffee combination. The base for a successful
LEGO Coffee Experience launch is built and offers high potential
for the company to broaden their horizon. Thanks to
new ways to address customers but still sticking to the core
brand values will help them to increase the brand awareness
in the adult sector.
WORKLOAD
APPROACH
The project was approached in five main phases: the initiation,
the planning, the research and analysis, the idea generation
and the concept development phase. In the initiation phase,
the project team got familiar with the whole project and created
a re-brief and started to plan the whole project. Clear
milestones were set, which were then executed and realised
step by step. In the research and analysis phase, the project
team got familiar with both topics, coffee and the LEGO brand,
and then created the base for the concept generation. In the
concept generation, three ideas were developed and then the
best matching was evaluated. Refining and defining the end
concept and coming up with the touch points that create the
customer experience were the last steps of the project.
PROJECT PLAN AND SCHEDULE
The project plan can be seen on page 5 of the documentation.
CRITICAL PATH
What we needed to consider throughout the whole project,
was to focus on our target group in all steps and reflections.
COMMITMENTS
PROJECT CONTROLS
The project was accompanied by different advisors we met
for coaching sessions. Therefore the ideas and steps of the
project were reflected and controlled.
REPORTING PROCESSES
In different coaching sessions, the steps of the project were
reported.
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