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Tassimo – Men are colour blind

A colour-changing coffee machine needed to appeal to French women. We turned differences in colour perception into a campaign idea that put women firmly in charge of choosing the right shade.

Tassimo’s new coffee machine has clip-on features which allow it to change colour. We had to attract women in France to buy this machine. We discovered that colourblindness is more probable in men, while tetrachromacy (hypersensitivity to colours) only occurs in women. So we empowered women to test their men and establish themselves as the colour experts. And in the meantime, we also searched for the Super Woman, Madame Tetrachromat.