This Cup Counts


Swedes love coffee, and we drink a lot of it. But who beats us to it? The Finns, of course.

So, when Finnish market-leader Paulig – with a brand recognition in Finland almost comparable with IKEA in Sweden – was to launch their premium coffee in the very saturated Swedish coffee market, we were asked to develop a communication strategy and a marketing concept and to produce films and ads for the launch.

Together with design agency Super Tuesday (who did the package design), we dug deep into Paulig’s core values and found something very interesting: a century-long history of making profound difference in the local community, both where the coffee is produced and where it is consumed. This is when This Cup Counts was born. 


Instead of focusing on how the beans are roasted, or how nice the flavors are, This Cup Counts is all about empowering local enthusiasts. For every kilo of coffee sold, Paulig donates SEK 20 to non-profit organizations. This gives everyone who drinks This Cup Counts an opportunity to make a real difference in their community – just by drinking a cup of coffee. You can actually make a difference without even drinking the coffee. Just visit and vote for the organization you want to give a little extra support!



The Organisations

The first three organisations are Nattskiftet, Äldrekontakt and Hela Sverige Rullar. Watch the films about them below.