The Challenge:
Launch a new frozen coffee drink to an already coffee-saturated California market and appeal to Northern California media who rarely cover cold coffee drinks.
The Strategy:
- Ensure that Northern California media embraced the new product by emphasizing artisanal, gourmet flavor and two area companies joining forces, rather than ice cold beverage.
- With Peet’s baristas in tow, hand delivered Freddos to print, broadcast and radio personalities – playing up hand-crafted taste.
The Results:
The Peet’s Freddo was covered in every major Northern California newspaper, radio and broadcast station, generating 5+ million impressions.
