Earlier this year, La Colombe announced a strategic partnership with Molson Coors Beverage Company, giving them access to distribution of the company’s ready-to-drink coffee products to pharmacies and convenience stores. This partnership has accelerated the growth of the brand, far exceeding the category. The summer campaign is a multi-faceted strategy, including media, field and experience, public relations and merchandising, designed to build awareness of the La Colombe Draft Latte brand among coffee curious in the markets. keys, adding momentum to the boom Molson Coors Partnership.
La Colombe used key distribution points and worked alongside New York City– the Big-based media agency, and its proprietary market and media planning team, to identify three key markets to roll out the campaign – Los Angeles, Chicagoand DC La Colombe’s in-house creative team partnered with brooklynbased on StarFish 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, starting in July in new York and ending in September in Los Angeles. The team will travel in an RV branded “Cruising on Cold Brew Day Dreams,” surprising and delighting people with Draft Latte at retail stores, national parks, hotel partners, universities, and more.
The creative, which features mouth-watering images of a Draft Latte in a coffee cup next to a can of Draft Latte, highlights the coffee experience consumers can have when they open a can. slogans, Taste your frothy cold brew dreams, a cloud of cold brew reverie, and Cold Brew Joy Sparkling Boost, talk about the suction consumption occasion. Whether it’s an intense morning run, a friend’s check-in, or a delicious Draft Latte, this campaign is designed to embrace moments that uplift the consumer’s spirit and mood.
“If you love cold brews and cold lattes, you’ll want to grab a Draft Latte after seeing the deliciously frothy creation,” said Catherine O’Connor, SVP Brand, Marketing and eComm for La Colombe. “We married the appeal of taste with the ambition to make the most of every day with our ‘Taste Your Dreams’ campaign. And, if we’re in your market, you can experience the product and brand in one experience. real with our RV tour – something we all crave right now.”
This campaign comes at a time of continued and successful growth for La Colombe and the entire ready-to-drink category. The total ready-to-drink coffee category is $2.1 billion annual sales and growing at an average rate of 26% across all channels. In the grocery channel, ready-to-drink beverages from La Colombe are one of the growth leaders in the category with +71%. Since Draft Latte’s inception in 2017, Draft Latte has earned over 99,000 distribution points nationwide and achieved over 67% ACV. (Total US MULO).[i]
For more information on Draft Latte and our summer activations, visit our website or follow our summer adventures using #ColdBrewComebackTour.
ABOUT THE DOVE
La Colombe (www.lacolombe.com) is a coffee roaster recognized for its ethical and long-term business practices with producers. Considered one of the pioneers of the third wave of coffee, it provides classic blends and exceptional single-origin coffees to cafes, hotels, restaurants and retailers around the world. In addition, the company owns and operates 30 cafes in Philadelphia, New York, Chicago, Boston, Los Angeles and washington d.c. – with additional locations and new markets scheduled to open in 2021-2022. The company also made headlines in the ready-to-drink industry with its DRAFT LATTE, the world’s first textured cold latte.
[i] *Source – IRI – Total US Mulo – Last 52 weeks ending 13.06.2021