WHO

Café Noir is one of Merrild’s many different products. A luxury brand that challenges the coffee habits of the Danish people and always is at the forefront of what is happening on the coffee market. Did you know that C8H10N4O2 is the molecular formula of caffeine, by the way?

WHAT

Create a website that is a natural part of the campaign already made. It must be based on the pay-off of Café Noir: 100% black.

WOW

Just like the offline part of the campaign, the website takes place in a mysterious universe where the user is left with questions rather than answers. In2media reproduced the atmosphere from the TV and print elements in a gloomy online hotel, where the user is presented to the products in an elegant way. Dare you explore the corridors whit the risk of meeting the female hypnotist and the monkey in the telephone?  Watch out for the black cat. May you find the road to happiness… 
In the Danish marketing paper Markedsføring no. 11 (6/3/2008) Café Noir turned out as the campaign with the highest score so far in the Synergy Test in the part about interaction cross media.