October 06, 2016
Tata Global Beverages' Eight O'clock® Coffee introduces new coffee Infusions line with a multi-experiential marketing campaign
Blended with added ingredients to help enhance your day, ‘Alert’ and ‘Relax’ are the first two varieties of the Infusions line giving consumers a new reason to take a coffee break
Eight O’Clock Coffee, a premium coffee brand with over a 150 year legacy, introduced a game changer to the coffee category that delivers an enhanced coffee-drinking experience to consumers. To support this launch, Eight O’Clock Coffee activated an 8-week, $3 million multi-faceted national marketing campaign kicking off on National Coffee Day, September 29.
Eight O’Clock’s new coffee Infusions line offers thoughtfully crafted coffees that are blended with added ingredients to help enhance your day. The first two varieties are on shelf now: Alert and Relax. Infusions Alert is blended with caffeine and guarana – for a bold, robust hi-caffeine brew while Infusions Relax is blended with chamomile and lavender cuts for those looking for a relaxing decaffeinated coffee experience.
“Consumers today are drawn to products that provide an enhanced experience – these extensions to the Eight O’Clock family are truly unique and disruptive in the coffee aisle,” said David Allen, senior vice president, sales and marketing, Tata Global Beverages USA. “The marketing campaign supporting the launch will speak to the game changing innovation of the Infusions line and the enhanced coffee experience we will offer consumers. The campaign will highlight these key product attributes across multiple platforms to ensure we generate consumer awareness and trial,” Allen added.
Components of the launch include a multi-market consumer experiential sampling tour, a social and digital media campaign, in-store displays, a national FSI, a radio campaign, TV integration and direct mail sampling campaign.
Experiential sampling tour
The 10-city sampling tour kicked off in Houston on National Coffee Day. The tour will offer consumers the opportunity to sample the new Infusions blends and interact with Eight O’Clock Coffee ambassadors at local events and retail stores. In addition to serving up free cups of fresh, hot coffee, a key engagement component of the truck tour is a branded photo kiosk that invites consumers to snap a selfie with filtered overlays demonstrating why they should break for Alert or Relax before continuing with their day. Consumers can have their photos sent to their mobile devices and shared on social.
A digital and mobile media campaign will target in market shoppers across all devices on top indexing sites and apps based on behavioral data segments and mobile app downloads. Aggressive local radio campaigns promoting the new line and the sampling tour locations will run in all tour cities. In addition, a robust social buy including a new brand video will bring to life the promise of this new line of coffees: there’s a reason behind every sip!
In store, consumers will find arresting displays located in and around the coffee aisle spreading awareness of the branding and messaging of Infusions. The creative will underscore that these new varieties are blended with added ingredients for an enhanced coffee experience.