• Promo , Wednesday, October 6, 2010 10:31 AM

When the 151-year-old Eight O'Clock Coffee decided to update its packaging, it had two priorities: it wanted a design that loyal customers could relate to, while also catching the eye of new, younger customers, Patricia Odell reports. The company went straight to the market for insight on how to achieve these goals.

First, Eight O'Clock ran a sweeps last year in which visitors voted on two new package designs -- a black bag featuring a coffee cup or a white bag with coffee beans -- for a chance to win a year's worth of groceries valued at $5,000. Another sweeps coincided with the brand's 150th birthday, also last year. In June of this year, 41,000 Facebook fans were asked why they love the coffee. Some of the resulting stories and images are being used in an advertising campaign.

The new packages, which started rolling out last week, feature a logo with the same classic feel and color-coding for the different coffee varieties, dominant black and red colors, and easily recognizable design elements. And the words "New Look Same Great Taste" provide comfort to loyal customers.

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