The 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.