Posted by Shirley Brady on January 11, 2011 03:00 PM
Seattle's Best Coffee rebranded in May and introduced a "level system" of categorizing products by number, based on customer feedback, in November. This week the Starbucks-owned rival to Dunkin' Donuts rolls out its first campaign, featuring a tongue-in-cheek trio of spots with the tagline, "Anywhere Great Coffee is Needed."
Ad Age chatted with Seattle's Best president Michelle Gass about the campaign, which features SBC employees bringing coffee to customers in tight spots, a "big step forward" for a brand that hasn't spent much on advertising to date:
"With Seattle's Best, there wasn't a true brand position, there wasn't emotional positioning," she commented. "Starbucks is premium, and Seattle's Best is more of a mass premium. The new 'Levels' coffee system makes it really easy to position Seattle's best as mass premium, or approachable premium."
The trio of new spots — Yoga (above) and Hang Glider and Ranger (below) — aim to create tickle the funny bone to evoke an emotional response and higher recall.Now expanding to Burger King and Subway, Seattle's Best Coffee is available in about 40,000 locations in North America, including Borders bookstores, Alaska Airlines, Caribbean Cruise Lines, Walmart in Canada (where it's testing a coffee bar concept).
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