Seattle's Best Coffee Ambient, Case study THE RED FRIDGE, 2 by Creature

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Industry Coffee, Tea, Breakfast Drinks
Media Ambient, Case study
Market United States
Agency Creature
Director Aza Jacobs
Art Director Kristi Flango
Copywriter Andrew Jasperson
Designer David Kaul
Producer Bethany Papenbrock
Released March 2010

Credits & Description

Category: Fast Moving Consumer Goods
Product/Service: COFFEE
Date of First Appearance: Mar 10 2010
Entrant Company: CREATURE, Seattle, USA
Principal/Executive Creative Director: Jim Haven (Creature)
Principal/Executive Creative Director: Matt Peterson (Creature)
Director of Media Strategy: Kristie Shields (Creature)
Art Director: Kristi Flango (Creature)
Copywriter: Andrew Jasperson (Creature)
Producer: Bethany Papenbrock (Creature)
Designer: David Kaul (Creature)
Director: Aza Jacobs (Epoch)
Director of Photography: Tobias Datum (Epoch)
Executive Producer: Jerry Solomon (Epoch)
Line Producer: Alex Orlovsky (Epoch)
Media placement: Ambient: Red Fridge - Busy Street Corners, Los Angeles USA - 10 March 2010
Insights, Strategy & the Idea
The objective was to introduce the new ready-to-drink Iced Lattes from SEATTLE’S BEST COFFEE and get people to try them. 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 daily routine. We found that this handy drink could help people start their day with a little less hassle and a lot more optimism because they wouldn’t have to fight traffic or lines to get their Iced Latte. Our target audience was real people; People who aren’t interested in the extremes of coffee culture. They’re turned off by the expense and attitude of Starbucks and all the me-too brands. Our goal was to drive them to trial and generate customer awareness.
Creative Execution
In order to drive trial and awareness, as well as to introduce SEATTLE’S BEST Iced lattes to the consumer, we launched a campaign that focused on the morning routine. We took the widely known concept of being a morning person and made the assumption that every person could be one with the help of SEATTLE’S BEST Iced Lattes. To break up the monotony of people’s morning commutes we constructed an 8-foot fridge and dropped it in busy areas around Los Angeles. Anyone daring enough to discover their inner morning person was rewarded with an Iced Latte. Those passing by found it hard to resist the mystery of the red fridge and were emboldened to peek inside. The encounters were documented on film, which was released virtually, while consumers were also driven to the microsite by digital banners.
Results and Effectiveness
Our goal was to generate brand interaction, and we did. Over 900,000 samples were handed out in 8 cities, and in the month following the sampling the microsite had 36,000 views with visitors spending an average of over two minutes on the site. Ultimately, the sampling events were just one part of a multi-channel campaign. We also spoke to the consumer through an online media buy specific to sites they frequent, as well as eye catching in-aisle communication to drive the message home at point of sale. Overall the entire campaign was successful in lifting the bottled coffee beverage category.