Earlier this year, La Colombe announced a strategic partnership with Molson Coors Beverage Company, giving them access to the distribution of the company’s ready-to-drink coffee products to pharmacies and convenience stores. This partnership accelerated the brand’s growth, going well beyond the category. The summer campaign is a multi-faceted strategy, comprising media, field and experience, public relations and merchandising, designed to build awareness of the La Colombe Draft Latte brand among coffee curious in the markets. keys, adding momentum to the boom Molson coors Partnership.
La Colombe used key distribution points and worked alongside New York CityBig media agency and its own market and media planning team, to identify three key markets to roll out the campaign – Los Angeles, Chicago, and the in-house creative team of DC La Colombe has partnered with Brooklyn-based on StarFish for create video ads.
As part of the summer advertising campaign, La Colombe’s field marketing team will take to the road for a 3-month tour across the country, starting in July in new York and ending in September in Los Angeles. The team will travel in a branded motorhome that reads “Cruising on Cold Brew Day Dreams” surprising and delighting people with Draft Latte in retail stores, national parks, hotel partners, universities, and more.
The creation, which features tantalizing images of a Draft Latte in a coffee cup next to a Draft Latte can, highlights the coffee-like experience consumers can have when they open a can. Slogans, Taste your frothy dreams of cold brew, a waking dream cloud of cold brew, and Frothy Boost from Cold Brew Joy, speak on the occasion of ambitious drinking. Whether it’s an intense morning run, a friend’s check-in, or a delicious Draft Latte, this campaign is designed to embrace moments that uplift the consumer’s mind and mood. .
âIf you like cold brews and cold lattes, you’ll want to grab a Draft Latte after seeing the deliciously frothy creation,â said Catherine o’connor, SVP Brand, Marketing and eComm for La Colombe. “We have married the allure of taste with the ambition to make the most of every day with our ‘Taste Your Dreams’ campaign. And, if we are in your market, you can experience the product and the brand in an experience. real with our RV tour – something we all crave right now. “
This campaign comes in a period of continued and fruitful growth for La Colombe and the entire ready-to-drink category. The total grade of ready-to-drink coffee is $ 2.1 billion annual sales and growing at an average rate of 26% across all channels. In groceries, ready-to-drink drinks from La Colombe are among the growth leaders in the category with + 71%. Since the inception of Draft Latte in 2017, Draft Latte has gained over 99,000 distribution points nationwide and achieved over 67% CVA. (Total US MULO).[i]
For more information on Draft Latte and our summer activations, visit our website or follow our summer adventures using #ColdBrewComebackTour.
ABOUT THE DOVE
The Dove (www.lacolombe.com) is a leading roaster known for its ethical and long-term business practices with producers. Considered one of the pioneers of the third wave of coffee, it brings classic blends and exceptional single-origin coffees to cafes, hotels, restaurants and retailers around the world. In addition, the company owns and operates 30 cafes in Philadelphia, New York, Chicago, Boston, Los Angeles and Washington DC – with additional locations and new markets scheduled to open in 2021-2022. The company also made headlines in the ready-to-drink industry with its DRAFT LATTE, the world’s first textured cold latte.
[i] * Source – IRI – Total US Mulo – Last 52 weeks ending 13.06.2021
SOURCE La Colombe