Beverage Industry

Seattle's Best debuts integrated advertising campaign

January 11, 2011

Seattle’s Best Coffee, a wholly owned subsidiary of Starbucks Corp., Seattle, launched its first-ever integrated, multi-channel advertising campaign and debuted the brand’s “Anywhere Great Coffee is Needed” strategy. The first phase of the campaign introduces a new approach to premium coffee and includes a series of TV ads, billboards and digital aspects, the company said.
 
“A little more than a year ago we set out to challenge the conventions of the coffee category by making premium coffee far more accessible than ever before,” said Michelle Gass, president of Seattle’s Best Coffee, in a statement. “This campaign truly brings to life the fun and optimistic nature of the new Seattle’s Best Coffee brand and for the first time shines a national spotlight on this brand.”
 
Three 30-second spots use humor to depict consumers in unexpected situations that are a metaphor for the many places where great coffee is needed. The campaign also features outdoor and digital ads that use a 10-foot tall sculpture built from brightly colored coffee mugs that mirror the vibrant colors of the new Seattle’s Best Coffee Level System packages. In addition to the planned media placements, the films can be found on the brand’s website, , You Tube and Facebook.
 
Seattle-based Creature created the advertising campaign and partnered with Seattle’s Best Coffee in December 2009 to develop the new logo and brand identity, new Levels line of retail packaged coffee, website and retail merchandising programs.
 
“While Seattle’s Best Coffee has accomplished a lot over the past year through the brand reinvention, this is really the first significant effort to connect a mass audience to the mission that the brand has undertaken, and the viewpoint this brand has on people’s everyday coffee experience,” said Robson Grieve, president of Creature, in a statement. “The campaign is intended to establish a bold visual language and voice that will continue to develop through the Level System coffees, new retail experience, and beyond.”