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Seattle's Best Launches First Ad Campaign

Ad Age, Tuesday, January 11, 2011 11:51 PM

The 'Anywhere Coffee Is Needed' campaign depicts people in unexpected situations and locations to illustrate the wide availability of the coffee. That's the theme line behind Seattle's Best's first major branding campaign and first TV spot, which is aimed at both pointing out the availability of its brand and highlighting its "mass premium" appeal. The overarching campaign touts a less-serious, fun approach to coffee, as well as a less-complex image compared with premium coffees in the market -- like Starbucks.

The "Anywhere Coffee Is Needed" campaign will include three 30-second spots that depict people in unexpected situations and locations to illustrate the wide availability of the coffee. It will include three 30-second spots that depict people in unexpected situations and locations to illustrate the wide availability of the coffee. Seattle-based ad agency Creature developed the creative for the Seattle's Best overhaul -- everything from the logo redesign and its new Level system in December.

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ad campaign, beverages

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