Beverage News / Marketing

The Coffee Bean & Tea Leaf launches its largest ad campaign to-date

Summer campaign urges consumers to “Keep Cool and Summer On” with iced drinks

Coffee Bean & Tea Leaf billboardThe Coffee Bean & Tea Leaf, a privately held specialty retailer based in Los Angeles, kicked off the largest advertising campaign in its 51-year history. As part of a brand investment strategy, the initiative targets millennials through radio, outdoor, digital video, banner ads, and sentiment-driven social media placements that invite customers to "Keep Cool and Summer On" with an iced beverage.

The campaign from newly appointed agency WONGDOODY, Culver City, Calif., features pop-culture-inspired headlines, hidden messages and promotional offers for new summer drinks and customer favorites.

In particular, the advertising campaign uses diverse and strategic placements, including more than 100 billboards and bus shelter advertisements across the Southern California region; ads on traditional and digital radio; commissioned Vine videos; a custom Pinterest page; Instagram crowd-participated photos taken through the "purple straw" lens; sentiment-based online banners and Facebook advertising; and Twitter posts and hashtags.

The company’s new flavored iced coffees and its seasonal Mud Pie Ice Blended drink also are featured prominently in the advertising, the company notes.

"Our summer ad campaign marks a true milestone for the company," said Diane Kuyoomjian, vice president of marketing for The Coffee Bean & Tea Leaf, in a statement. "With all the new and exciting developments at The Coffee Bean, the time is right to continue our brand-building momentum across our treasured Southern California home base. The 'Keep Cool and Summer On' campaign extends the friendly and playful spirit of our store experience into an invitation for customers to make us their destination for signature summer beverages, including the Original Ice Blended drink and refreshing iced coffee and iced tea."

The campaign follows the appointment of John Dawson as president and chief executive officer in January, and the September 2013 investment by private equity firms Advent International, CDIB Capital and Mirae Private Equity. Earlier this year, the company also bolstered its executive team with Bill Robards as vice president of store development, Karen Cate as chief financial officer, and Jeff Schroeder as vice president of operations. This past spring, it also continued its track record of beverage innovation with the launch of Tea Granitas.

 Did you enjoy this article? Click here to subscribe to Beverage Industry.  

You must login or register in order to post a comment.



Image Galleries

Wine Riot - Chicago

Second Glass hosted Wine Riot in Chicago on May 2 and 3. Wine Riot offered attendees an all-access pass to hundreds of new wines as well as multiple educational sessions about different wine styles and varietals. (Photos by Jennifer Haderspeck)

6/25/14 2:00 pm EDT

Crafting growth: A look into the bourgeoning craft beer market

Learn how the beer segment is performing and where it is heading, what to consider before expanding your markets and innovations that are captivating consumer audiences.


Maintaining beverage dispensing equipment

Iuliana Nita, Saint-Gobain Performance Plastics global marketing manager of food and beverage, offers her insights about ensuring sanitary performance of beverage dispensing equipment in foodservice applications. She also will offer some tips about choosing the right kind of tubing to handle acidic beverages.

Beverage Industry Magazine

BI July 2014 cover

2014 July

The July 2014 Beverage Industry includes a cover story on the 2014 State of the Industry, as well as articles about PepsiCo Americas Beverages, Rooibee Red Tea kids line, and more. Check it out today!

Table Of Contents Subscribe

Beverage Insider eNewsletter

Are you an Insider? Subscribe to Beverage Industry’s weekly e-newsletter to receive news headlines, new product information and magazine highlights.   

Best Beverage Categories

Which beverage category will perform the best in the second half of 2014?
View Results Poll Archive


Cleaning-in-Place: Dairy, Food and Beverage Operations, 3rd Edition

This book addresses the principles of cleaning operations, water supply issues and the science of detergents and disinfectants.

More Products


Beverage Industry Webinars are an easy, effective and convenient way to get educated and informed on the latest industry trends and topics. All Webinars are FREE unless indicated. For more information, check out our Events page!


facebook40 twitter    youtubelinkedgoogle+ icon 40px