The integrated summer campaign features a six-person cast and voice-over from the brand’s employee network, which underpins the reality and authenticity platform.
The true taste of La Colombe helps them outpace category growth and serve as a sweet relief from the overly sweet offerings of traditional ready-to-drink brands. Their first national advertising campaign highlights the 60% less sugar in La Colombe lattes than the leading flavored coffee drink, one of the key elements that helps set the “true” tone of the creative campaign. .
Media will target coffee-watchers nationwide, working to build brand and product awareness through video (streaming + mobile), social media, display, search , affiliate, display and audio, as well as experiential, field and influencer marketing.
La Colombe worked with New York City-media agency based on integrated strategy and cross-channel media activation and award-winning branding and advertising agency, Maxim Circus, on creation. They are also working on a plan of events and experiences to roll out at the end of August.
“I’m thrilled to launch the first national brand campaign this summer. ‘For the Love of Real’ reflects our brand in many ways – from the heritage of our cafes to the craftsmanship of our cold brews,” said Catherine O’Connor, SVP Brand, Marketing and eComm for La Colombe. “We pride ourselves on leaning into the art of coffee making and doing everything from sourcing to roasting to cold brewing. To have all of our people featured in the spot and to shoot it in our flagship cafe is a perfect example of what matters most to us.”
The ad highlights the coffee-making process, from bean to cup, and features some of La Colombe’s beloved products, like its signature roast blends and canned lattes. The talent and voice-over was done by La Colombe employees – from baristas to managers to members of the marketing team – and offers a unique take on the reality of the spots.
The slogan, For the love of the truthtalks about the real ingredients used to make their coffee, real taste with less sugar, real roots based on philadelphia creamand a real impact within their communities.
The For the love of the truth coffee tour will surprise and delight people in New York, Chicago, Atlantaand dallas with local collaborations, flavors and merchandise in August and September.
This campaign comes during a period of continued and successful growth for La Colombe and at the height of the cold beer season. The total ready-to-drink coffee category is complete $5.1 billion in annual sales and growing. La Colombe is driving the category’s growth with 15% year-over-year growth compared to the ready-to-drink category which is only growing 7%. [i] *Source – IRI – Total US Mulo+C – Last 52 weeks ending 07.10.2022
This campaign is positioned to continue the successful trajectory of La Colombe’s super premium ready-to-drink coffee products, which are the number one ready-to-drink coffee brand at Whole Foods and the number two brand at Target and a Top 5 brands in the areas of food, medicine and Mulo channels.
For more information on the campaign, products or summer activations, visit www.lacolombe.com or follow our summer adventures using #FortheLoveofReal.
ABOUT THE DOVE
La Colombe (www.lacolombe.com) is a leading coffee roaster known for its ethical and long-term business practices with growers. 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 32 cafes in Philadelphia, New York, Chicago, Boston, Los Angeles, washington d.c.and Austin – with additional locations and new markets scheduled to open in 2022-2023. The company also made headlines in the ready-to-drink industry with its Ready-to-Drink LATTE (RTD) – the world’s first textured cold latte.