Seattle’s Best Coffee, a division of Starbucks, has launched its first-ever integrated effort debuting the brand’s “Anywhere Great Coffee is Needed” tagline. The first phase includes a series of :30 online TV ads, billboards, wild postings and digital.
In May, Seattle’s Best unveiled a new logo and said it plans to increase its current 3,000 points of distribution to more than 30,000 by the end of Starbucks’ fiscal year on 10/3/10. One new project was a deal signed in July with AMC Theatres to serve Seattle’s Best at AMC’s 300 nationwide theaters.
Three 30-second spots use humor to depict consumers in unexpected situations that are a metaphor for the many places where great coffee is needed. The campaign also features outdoor and digital ads that use a 10-foot high sculpture built from brightly colored coffee mugs that mirror the vibrant colors of the new Seattle’s Best Coffee Level System packaged coffee.
Seattle-based Creature handled creative and has partnered with Seattle’s Best Coffee since 12/09 to develop the new logo and brand identity, new line of Levels retail packaged coffee, website, and retail merchandising programs.