La
Colombe Coffee Roasters began Summer Advertising Campaign for its RTD
July 16 - 2021
Coffee Geography Magazine
La
Colombe Coffee Roasters, a premium, specialty coffee roaster with 34 cafes
nationwide, began its summer integrated marketing campaign to
celebrate increased national distribution of its ready-to-drink (RTD) Draft
Latte product.
Earlier
this year La Colombe announced a strategic partnership with Molson Coors
Beverage Company, giving them access to distribute the company's ready-to-drink
coffee products to drug and convenience stores. This partnership has
accelerated the brand's growth, far outpacing the category. The summer
campaign is a multifaceted strategy, including media, field & experiential,
PR, and merchandising, designed to build brand awareness for the La Colombe
Draft Latte among the coffee curious in key markets, adding momentum to the burgeoning Molson Coors partnership.
La
Colombe used key points of distribution and worked alongside New York City-based
media agency, Big, and their proprietary market and media planning team, to
identify three key markets to roll out the campaign - Los Angeles, Chicago, and D.C.
La Colombe's in-house creative team partnered with Brooklyn-based
StarFish to create video ads.
As
part of the summer advertising campaign, La Colombe's field marketing team will
hit the road for a 3-month cross-country tour, beginning in July in New York and
ending in September in Los
Angeles. The team will be traveling in a branded RV that reads,
"Cruising on Cold Brew Day Dreams," surprising and delighting people
with Draft Latte at retail stores, national parks, hospitality partners,
universities, etc.
The
creative, which features mouth-watering imagery of a Draft Latte in a café cup
next to a Draft Latte can, highlights the café-like experience consumers can
get when they pop open a can. The taglines, Taste Your Frothy Cold Brew
Dreams, A Cloud of Cold Brew Daydream, and Frothy Boost of
Cold Brew Joy, speak to the aspirational drinking occasion. Whether it's a
strong morning run, check-in from a friend, or a delicious Draft Latte, this
campaign is designed to embrace moments that elevate the mind and mood of the
consumer.
"If
you love cold brew and cold lattes, you will want to grab a Draft Latte after
you see the deliciously frothy creative," said Kathryn O'Connor, SVP of Brand, Marketing,
and eComm for La Colombe. "We married taste appeal with the ambition to
make the most of each day with our 'Taste Your Dreams' campaign. And, if we're
in your market, you can experience the product and brand in a real life
experience with our RV tour - something we are all craving right now."
This
campaign comes during a time of continued successful growth for La Colombe and
the entire ready-to-drink category. The total ready-to-drink coffee category
is $2.1 billion in
annual sales, and is growing at an average rate of 26% across all channels. In
the grocery channel, La Colombe's ready-to-drink beverages are one of the
category growth leaders at +71%. Since the inception of the Draft Latte in
2017, Draft Latte has gained over 99,000 points of distribution nationwide and
has achieved more than 67% ACV.
La
Colombe (www.lacolombe.com) provides signature classic
blends and exceptional single-origin coffees to cafés, hotels, restaurants and
retailers around the world. In addition, the company owns and operates 30
cafés in Philadelphia,
New York, Chicago, Boston, Los Angeles and Washington, D.C. –
with additional locations and new markets scheduled to open in 2021-2022.