SEATTLE'S BEST COFFEE SPRING PROMO by Creature for Seattle's Best Coffee

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SEATTLE'S BEST COFFEE SPRING PROMO

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Industry Coffee, Tea, Breakfast Drinks
Media Design & Branding
Market United States
Agency Creature
Executive Creative Director Jim Haven, Matt Peterson
Creative Director Steve Cullen
Copywriter Justin Chen
Designer Ramon Vasquez, Clara Milligan
Released June 2011

Credits & Description

Category: Point of Sale
Advertiser: SEATTLE'S BEST COFFEE
Product/Service: COFFEE
Agency: CREATURE
Creative Director: Steve Cullen (Creature)
Designer/Illustrator: Brian Bosworth (Creature)
Designer: Ramon Vasquez (Creature)
Designer: Clara Milligan (Creature)
Copywriter: Justin Chen (Creature)
Executive Creative Director: Matt Peterson (Creature)
Executive Creative Director: Jim Haven (Creature)
Media placement: Instore / Window Poster Display - SBC In-Store Retail - March 2011-May 2011

Describe the brief from the client
Develop a Spring in-store marketing promotion to highlight featured beverages Hazelnut Creme Latte and Cinnamon Vanilla Latte. What’s the consumer mind set? Spring is in the air. Regionally, weather is warming slightly and consumers are looking to lighten their palates for the upcoming warmer months. What’s the key idea? Springtime is the season for new lattes. Why should they believe this? This Spring marks the arrival of these 2 new beverages which are inspired by our relaunched flavoured packaged coffees (Hazelnut and Cinnamon). Think newness, think spring, think fresh.

Describe the challenges and key objectives
Develop a Spring marketing promotion to highlight our featured beverages Hazelnut Creme Latte and Cinnamon Vanilla Latte. Springtime doesn’t exactly scream 'hot latte', so how do you leverage the spirit of the season and find a way to make the beverage relevant to it?

Describe how you arrived at the final design
We thought spring is a time for pairs, couples, joining. So for this spring promo we proposed lattes made of 2 refreshing flavours coming together in each drink. And to capture this, we showed combinations of nature coming together harmoniously.

Give some indication of how successful the outcome was in the market
At a time when their retail partner, Borders, was closing their doors, these elaborately designed promotional posters acted as a starting point for an engaging consumer experience. These provided a successful foundation for shareable items such as note cards, buttons, t-shirts, mugs and other items which consumers could interact with outside of the café.