Califia Farms is the number one seller of ready-to-drink cold brew coffee drinks in the natural channel and now the beverage brand is seeking to shift the cold brew coffee category to the mainstream with the "Better Coffee For All" campaign.
The “Better Coffee for All” campaign, developed with AOR Erwin Penland, is centered on the microsite WTFIsNitro.com that features flavor quizzes and a store locator. The site's online videos include quirky snippets, including coffee “coach” Brian Lovejoy discussing the perfect pour, direct trade sourcing, and various Nitro flavors. Another video introduces the character Mike with his two Dachshunds rating the coffee as an eight or nine on the "mouth feel scale."
The creative is designed to "demystify the hottest cold coffee trends" and educate consumers about these coffee drinks, including the technology that infuses the coffee with nitrogen, flavors, and ingredients, says the agency.
The campaign will run across all social media channels with both paid and non-paid support and is timed to debut with this fall’s roll out of Califia Nitro Cold Brew in Whole Foods Markets, Target and other national retailers.
“We want to share the crazy cool science behind our innovation with our customers, as well as to go deep on what makes each flavor unique,” said Kaitlin Barton, senior marketing director, Califia Farms. “We hope to educate more consumers on the exciting, delicious ways to enjoy cold brew at home or on-the-go and that it’s a great, non-alcoholic way to imbibe.”
The cold brew coffee category has grown 115% in the past year with 24% of consumers reporting that they are drinking these types of beverages, says Mintel.