From cafes and cruise ships to bookstores and grocery aisles, Seattle's Best Coffee's diverse distribution network is rapidly expanding. The brand has reached an agreement with AMC Theatres (AMC) to serve Seattle's Best Coffee at the leading theatrical exhibitor's nearly 300 AMC Theatres nationwide beginning in July, and as previously announced, Seattle's Best Coffee will also be offered at all Burger King restaurants in the United States by September. These new relationships join Seattle's Best Coffee's growing roster of partners, which includes Alaska Airlines, Borders bookstores and Royal Caribbean Cruise Lines, among others.
Perhaps the most radical feature of the Starbucks strategy, according to the report, calls for selling Seattle's Best from vending machines. Vending-machine coffee has long been regarded as a last resort, often found in factory cafeterias miles from the nearest fresh brew. But Seattle's Best engineers have developed a coffee-making machine that Starbucks predicts will improve that image.
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“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,” says Michelle Gass, president of Seattle’s Best Coffee. “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 high sculpture built from brightly colored coffee mugs that mirror the vibrant colors of the new Seattle’s Best Coffee Level System packaged coffee. In addition to the planned media placements, the films can be found on the company’s website, You Tube site, and Facebook Page.
“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,” says Robson Grieve, president of Creature. “The campaign is intended to establish a bold visual language and voice that will continue to develop though the Level System coffees, new retail experience, and beyond.”
Seattle-based Creature created the advertising campaign and has partnered with Seattle’s Best Coffee since December 2009 to develop the new logo and brand identity, new line of Levels retail packaged coffee, website, and retail merchandising programs
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