The Coffee Bean & Tea Leaf continued on its path toward accelerated growth as it launched the most significant and comprehensive advertising campaign in the brand’s 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”. The campaign from newly appointed agency WONGDOODY features pop culture–inspired headlines, hidden messages, and promotional offers for new summer drinks and customer favorites. Featured prominently are new flavored iced coffees and the Mud Pie Ice Blended drink, a new seasonal offering of the company’s signature beverage innovation that started the frozen coffee craze in 1989.
The campaign is perhaps the most visible evidence yet of the aggressive growth and expansion initiatives promised since the appointment of John Dawson as president and CEO in January, and following 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, VP of atore development; Karen Cate CFO; and Jeff Schroeder, VP of operations, and continued their track record of beverage innovation with the launch of Tea Granitas this past spring.
This advertising campaign paints the town purple with diverse and strategic placements, including more than 100 billboards and bus shelter advertisements across the region; ads on traditional and digital radio; and commissioned Vine videos, custom Pinterest page, Instagram crowd-participated photos, sentiment-based online banners and Facebook advertising, and Twitter posts and hashtags.
“Our summer ad campaign marks a true milestone for the company,” says Diane Kuyoomjian, vice president of marketing forThe Coffee Bean & Tea Leaf. “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.”