Launching a new product can be a daunting task. Will people like it? Will they understand it? Most importantly, will they buy it? And what if you only have a few weeks until the product is scheduled to launch? You need a plan and you need one fast.
Brownstein Group was faced with that exact task when La Colombe was ready to release its newest product, Draft Latte, in a can. With less than three weeks until the launch and only a handful of advanced samples available, the goal was to build awareness for the online release and educate consumers on the innovative process that makes this beverage the only ready-to-drink coffee with the real texture of a true latte—complete with a frothy layer of foam.
BG knows that when it comes to securing coverage for a new beverage, media will want to follow the old adage that says to “try it before you buy it.” We started by hand-selecting a few key editors to “grab coffee” with us in NYC—inviting them to a local café to sample Draft Latte and discuss how it’s made with La Colombe CEO and Co-Founder, Todd Carmichael. We then hosted a tasting for a small group of influential media and social influencers the week prior to the release, where they met with Todd to sample Draft Latte in the brand’s flagship café in Philadelphia. There they experienced firsthand our coffee lab, where the process and design for the cans had been researched and tested.
Finally, BG conducted targeted outreach to the top national and regional news outlets (in markets where La Colombe currently has cafés), consumer lifestyle publications and beverage trades on the day of the launch to help quickly spread the word.
Within the first month following the release, Draft Latte received coverage in 45+ top-tier outlets, including advance features in Fast Company, Philadelphia Business Journal, Philly.com, PhillyMag.com (Foobooz) and Refinery29.com. After the official launch on March 1, the Draft Latte was touted by a variety of national, regional and trade outlets such as: BevNet, Chicago Tribune, Eater.com (Philly, Chicago and DC), Examiner.com, Food & Wine, GearPatrol.com, PhillyVoice, TimeOut Magazine, UrbanDaddy.com and Uncrate.com, among others.
And what did the public think of the coverage? Over 10,000 cans of Draft Latte were sold within the first hour of being made available for purchase online. So, it’s safe to say that they loved it a latte.