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Eight O’clock coffee kicks off a new campaign to highlight drinking coffee black

Eight O’clock coffee kicks off a new campaign to highlight drinking coffee black

September 14 - 2023

Coffee Geography Magazine


Eight O'Clock Coffee has released its first advertising campaign in almost 10 years. The coffee brand light-heartedly and humorously juxtaposes today's coffee culture of over-the-top mix-ins and toppings, with the idea that when coffee is as good as Eight O'Clock Coffee, you'll want to drink it black.

"No matter how you take your coffee, I think we can all find humor in how easy it has gotten to get carried away with the latest coffee crazes," said Mohit Agarwal, Chief Marketing Officer, Tata Consumer Products International. "With this campaign, we're not asking consumers to stop enjoying coffee in whichever way they love. Instead, we're hoping that we can all unite to laugh about this universal trend and encourage consumers to give Eight O'Clock Coffee a try, because we offer a superior flavor from the start - whether you enjoy it with all the fixings or black!" 

The campaign, created with NYC-based collective creative agency, Carousel, will run online and through social platforms. Titled "Coffee Craze," the cheeky campaign features two spots that poke fun at the latest coffee fads, while reminding consumers that Eight O'Clock is so good, you'll want to drink it black.

An American coffee icon since 1859, Eight O'Clock Coffee joined the Tata Global Beverages family of brands in 2006. The company serves full range of varieties, medium to dark roasts, single origin and indulgent flavors, available in whole bean, round and single-serve forms. Eight O'Clock Coffee's sources its Arabica beans from the world's well-known coffee origins and the beans are then expertly blended, roasted and packaged at the brand's facility in Landover, MD.