Eight O’Clock Coffee is refreshing its brand this summer with modern red packaging, new varieties and new consumer communication to be featured on air, online and on the runway,
America’s No. 1 whole bean brand is kicking off the revamp with four new ground coffee varieties, including African Plains, Caramel Macchiato, Dark Chocolate Cherry (seasonal) and Cinnamon Bun (seasonal), all made with 100% Arabica beans. Additionally, a new whole bean 100% Arabica variety, Central Highlands, is sourced from the mountains of Central America and Rainforest Alliance Certified. The new varieties and bold red bags that pay homage to the brand’s vintage packaging are available at limited stores now and will be rolling out nationwide over the next two months.
“We have been expertly crafting high-quality coffee for our consumers for more than 150 years,” says Alisa Jacoby, director of marketing for Eight O’Clock Coffee. “The Eight O’Clock Coffee brand ‘redress’ is a celebration of our beginnings and a look into the future as we continue to stay relevant in the coffee aisle. All of these new brand choices—both inside and out of the bag—were inspired by our consumers who continue to be the most important influence behind our ever-evolving brand.”
After a seven-year hiatus from television advertising, Eight O’Clock Coffee will debut a new campaign, showcasing the redressed packaging and celebrating the coffee enthusiasts who “put coffee first.” The campaign will debut Sept. 22 during the Emmy Awards broadcast.
For the first time, Eight O’Clock Coffee also will be taking to the runway with an integrated presence at fashion showcase STYLE360 during New York Fashion Week 2013, where designers will showcase handbags inspired by Eight O’Clock Coffee’s new red bags. The Red Bag Collection is in support of Dress for Success, a campaign that invites consumers across the country share photos of red bags—whether a newly designed bag of Eight O’Clock Coffee on store shelves, a red bag on the runways during Fashion Week or even a red bag they spot on the street—for a chance to win a trip to New York Fashion Week February 2014. Consumers can participate in the sweepstakes by snapping a photo of a red bag and uploading it to Instagram with the hashtag #SpotTheRedBag.
The Eight O’Clock Coffee brand refresh will be further supported by in-store initiatives and other consumer-facing activity.