Starbucks came to us with a challenge to take a quiet brand they bought 8 years ago, Seattle’s Best Coffee, and totally re-invent it to shake up the category. Blank slate, break all the coffee rules. After creating the new identity, the first step was to shake up the coffee aisle. The new radically simplified packaged coffee line is designed to change the conventions of the coffee category.
Along with the launch of the new identity, there was a need to introduce consumers to the new Seattle’s Best brand and their mission to be available ‘Anywhere Great Coffee is Needed.’ So we turned this mission into a fully integrated communications campaign, with print, digital, and films. The idea being that no rest stop is too remote and no break room too windowless, you’ll find Seattle’s Best Coffee ‘Anywhere Great Coffee is Needed’.
The traditional sit down café is over. We’ve begun rebuilding the Seattle’s Best Coffee Café as the Seattle’s Best Coffee Counter. These small foot print spaces can pop up in any partner location, drive-through and street corner. Based on a fast moving walk-up counter with modern touches, visitors can order their drink with a hand held device and the digital menus or take a quick pause at the counter and be on their way.
We went on an experimental road trip across the continent documenting the culture around coffee with the ambitious goal of handing out one thousand, fresh-brewed cups to the people we met along the way. We blogged our daily progress, and the resulting photos comprise Seattle’s Best Coffee’s brand image library.
The objective was to introduce the new ready-to-drink Iced Lattes from Seattle’s Best Coffee and to get people to try it. For most people, iced lattes are considered either desert drinks, or special treats, as opposed to an everyday beverage. We wanted to change this perception, and make Seattle’s Best Iced Lattes a regular part of our consumer’s morning routine.
To celebrate the Levels packaging launch, we hosted a 24 hour virtual comedy smorgasbord on Facebook- the “Declare Your Level Show.” The world-famous improv troupe, The Second City performed this first-of-its-kind comedy and coffee extravaganza. The Facebook audience provided the content that inspired personalized, one-of-a-kind sketches, songs, and one-liners.