The cold brew was positioned for the "coffee curious" audience, specifically targeting today’s generation of coffee buyers who have distinct preferences and do not resemble the traditional ground coffee consumer. This project required a launch strategy that connected with this new audience in an entirely new way.

Project Execution and Impact
The campaign successfully resonated with the target demographic, resulting in one of the company’s most successful new product launches in memory. Furthermore, the cold brew launch helped to reinvigorate the company's entire coffee line, demonstrating the effectiveness of the updated approach. This success led to the agency being awarded the entire coffee business shortly after the cold brew launch.

Collaboration: agencypure.com