The summer season marketing campaign is designed to construct model consciousness for the La Colombe Draft Latte among the many espresso curious in key markets
Starting in July, La Colombe Espresso Roasters, a espresso roaster with 34 cafes nationwide, will unveil its summer season built-in advertising and marketing marketing campaign to have fun the elevated nationwide distribution of its beloved ready-to-drink (RTD) Draft Latte product.
Earlier this yr La Colombe introduced a strategic partnership with Molson Coors Beverage Firm, giving them entry to distribute the corporate’s ready-to-drink espresso merchandise to drug and comfort shops. This partnership has accelerated the model’s progress, far outpacing the class.
The summer season marketing campaign is a multifaceted technique, together with media, subject & experiential, PR, and merchandising, designed to construct model consciousness for the La Colombe Draft Latte among the many espresso curious in key markets, including momentum to the burgeoning Molson Coors partnership.
La Colombe used key factors of distribution and labored alongside New York Metropolis-based media company, Huge, and their proprietary market and media planning staff, to establish three key markets to roll out the marketing campaign – Los Angeles, Chicago, and DC La Colombe’s in-house inventive staff partnered with Brooklyn-based StarFish to create video adverts.
As a part of the summer season promoting marketing campaign, La Colombe’s subject advertising and marketing staff will hit the highway for a 3-month cross-country tour, starting in July in New York and ending in September in Los Angeles. The staff will probably be travelling in a branded RV that reads, “Cruising on Chilly Brew Day Desires,” stunning and delighting folks with Draft Latte at retail shops, nationwide parks, hospitality companions, universities, and so on.
The inventive, which options mouth-watering imagery of a Draft Latte in a café cup subsequent to a Draft Latte can, highlights the café-like expertise shoppers can get after they pop open a can. The taglines, Style Your Frothy Chilly Brew Desires, A Cloud of Chilly Brew Daydream, and Frothy Enhance of Chilly Brew Pleasure, converse to the aspirational consuming event. Whether or not it’s a powerful morning run, check-in from a buddy, or a scrumptious Draft Latte, this marketing campaign is designed to embrace moments that elevate the thoughts and temper of the patron.
“Should you love chilly brew and chilly lattes, it would be best to seize a Draft Latte after you see the deliciously frothy inventive,” stated Kathryn O’Connor, SVP of Model, Advertising, and eComm for La Colombe. “We married style enchantment with the ambition to benefit from every day with our ‘Style Your Desires’ marketing campaign. And, if we’re in your market, you may expertise the product and model in a real-life expertise with our RV tour – one thing we’re all craving proper now.”
This marketing campaign comes throughout a time of continued profitable progress for La Colombe and all the ready-to-drink class. The whole ready-to-drink espresso class is US$2.1B/£1.5B in annual gross sales and is rising at a median price of 26% throughout all channels. Within the grocery channel, La Colombe’s ready-to-drink drinks are one of many class progress leaders at +71%. Because the inception of the Draft Latte in 2017, Draft Latte has gained over 99,000 factors of distribution nationwide and has achieved greater than 67% ACV.
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