The 2nd Best Coffee in Estonia

How do you make people think of R-Kiosk when they think of coffee? By saying the one thing no one else dares to say – that we’re probably the second best.

We borrowed a page from Circle K’s playbook, quite literally, and served up a familiar-looking poster with a twist. The message was cheeky, humble, and impossible to ignore.

The reaction was instant. Our main rival took the bait, publicly crowning themselves number one. Which was perfect, because that made R-Kiosk number two in everyone’s minds, and number one in sales.