La Colombe’s canned Draft Latte was launching in less than three weeks, with only a handful of samples available. But we needed to get the word out and educate consumers on the only ready-to-drink latte that actually had the texture of a latte. One month later, Draft Latte was featured in 45+ top-tier outlets, including advance features in Fast Company, Philadelphia Business Journal, Philly.com, PhillyMag.com, and Refinery29.com. A variety of hits followed the official launch in national, regional, and trade outlets, such as BevNet, Chicago Tribune, Eater.com, Examiner.com, Food & Wine, GearPatrol.com, TimeOut, 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 CEO and Co-Founder, Todd Carmichael. In the end, La Colombe sold over 10,000 cans of Draft Latte within the first hour after it became available online.
48 media placements
over 45 days
When it comes to covering a new beverage, most media subscribe to the “try it before you buy it” philosophy. Not so easy with a couple dozen sample cans and a tight time frame. We moved quickly, developing an extremely targeted and multi-phased media relations plan executed in the weeks leading up to the release, and on the official launch day.
We hand-selected a few key editors to “grab coffee” with us in NYC—inviting them to a local café to sample Draft Latte with Todd Carmichael. The week before release, we invited a small group of influencers to join Todd at his flagship café, where they could sample some lattes and explore the La Colombe lab where they were developed.
On launch day, we conducted targeted outreach to the top national and regional news outlets (in markets where La Colombe has cafés), consumer lifestyle publications, and beverage trade publications to help quickly spread the word.