Breaking into the coffee industry is an arduous task, considering the leading brands like Starbucks or Dunkin. How do we get consumers to switch to the new (and fictional) coffee brand: Bolshoi Espresso?

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Show them how Bolshoi (that means big in Russian) we are. This campaign informs consumers how strong the espresso product is and that it's a name that can compete with the biggest. It's strong enough to keep you awake through 13 timezones.