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 of La Colombe’s newest product, Draft Latte in a can, 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.
Drinks are On Us
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.” Knowing we had only a couple dozen cans for sampling and a very short time frame, we moved quickly to develop and execute an extremely targeted and multi-phased media relations plan.
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.
The News Never Tasted so Good
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, along with a variety of hits following the official launch on March 1 in 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. Philadelphia’s 6ABC News and Fox Good Day also stopped in to the La Colombe café in Fishtown to report on the action and chat with Todd. Due to anticipation rising from the advance coverage, La Colombe sold over 10,000 cans of Draft Latte within the first hour after it was made available for purchase online.