# Ultimate Piggyback Prints This Diamond Coffee Campaign Keeps Your Focused By Amelia Roblin | Published 2011-07-06 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/diamond-coffee-campaign References: [adsoftheworld](http://adsoftheworld.com/media/print/diamond_coffee_office_worker) & [leoburnett](http://www.leoburnett.com/) Somebody in your life, it may even be you, is trusted with the responsibility of looking after several people, and this Diamond Coffee campaign represents this situation quite literally. As described by the Leo Burnett advertising agency of Hong Kong, this [home brew java blend](https://www.trendhunter.com/trends/road-brew-tour) is ideal for times "when everyone depends on you to stay awake." Two prints were launched to capture the lives of an [exhausted bus driver](https://www.trendhunter.com/trends/halfday-iced-teas) and a [stressed working father](https://www.trendhunter.com/trends/strong-like-mom). The former leans over her large steering wheel as the weight of six balancing elementary school children bear down on her back. The office worker is burdened by a towering piggyback of several members of his family. According to the Diamond Coffee campaign, it seems that no matter what your pressures, stresses and schedule may be, you're better equipped with this hot beverage. ## Trend Insights (Trend Hunter) - Score: 3.8/10 - Popularity: 46% | Activity: 61% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What's Driving This Trend - **Home Brew Java Blends:** Opportunity for creating unique and specialized coffee blends for specific situations or lifestyles. - **Dependence on Coffee for Energy:** Opportunity to innovate and market products that provide a natural energy boost without the side effects of caffeine. - **Visual Representation of Daily Pressures:** Opportunity to create visually impactful campaigns that connect with consumers through relatable experiences. ### Who This Affects Most - **Coffee Industry:** Disruption opportunity lies in developing new coffee blends and marketing strategies catered to specific consumer needs. - **Health and Wellness Industry:** Opportunity for creating alternative energy-boosting products that promote overall well-being and address caffeine dependence. - **Advertising and Marketing Industry:** Disruption opportunity in crafting visually compelling campaigns that tap into consumers' daily pressures and offer relatable solutions. ## Related on Trend Hunter - [Parenthood Beer Campaigns](https://www.trendhunter.com/trends/cheers-to-parenthood.md) - [Calmly Dimmed Billboard Campaigns](https://www.trendhunter.com/trends/decaf-billboard.md) - [Personal Break-Emphasizing Campaigns](https://www.trendhunter.com/trends/personal-breaks.md) - [Cheeky Coffee Ads](https://www.trendhunter.com/trends/starbucks-new-ads.md) - [Heartfelt Beverage Campaigns](https://www.trendhunter.com/trends/a-real-boost.md) - [Modern Coffee Packaging Designs](https://www.trendhunter.com/trends/happy-products.md) - [High-Concept Brand Campaigns](https://www.trendhunter.com/trends/legitimate-you.md) - [Authenticity-Focused Coffee Campaigns](https://www.trendhunter.com/trends/for-the-love-of-real.md) - [Barista-Inspired Holiday Cup Spots](https://www.trendhunter.com/trends/drawn-together.md)