Seattle’s Best Coffee, part of Starbucks Corporation, announced the latest addition to its “Anywhere Great Coffee is Needed” marketing strategy: its new line of iced canned lattes. Following a successful West Coast test in 2010, this marks the brand’s entrance in the $1.4 billion U.S. ready-to-drink category. This move capitalizes on the growing trend in iced coffee beverages that, according to the NPD Group, accounts for about 20 percent of sales in coffeehouses and quick-serve restaurants with more than 1.2 billion servings in 2010.
Seattle’s Best Coffee, part of Starbucks Corporation, launched its first-ever integrated, multichannel advertising campaign debuting the brand’s “Anywhere Great Coffee is Needed” strategy. The first phase of the campaign includes a series of online TV ads, billboards, wild postings, and digital and introduces a bold new approach to premium coffee.
There’s a lot brewing in the tea industry these days, despite the economic downturn’s effect on sales. Most experts seem to feel this is a temporary fluctuation that will right itself as consumers’ financial prospects improve.