News

The Coffee Bean & Tea Leaf’s largest ad campaign targets Millennials

July 15, 2014

The Coffee Bean & Tea Leaf has launched its largest advertising campaign in brand history. According to a news release, the new campaign targets Millennials through radio, outdoor, digital video, banner ads and sentiment-driven social media placements with the tagline, "Keep Cool and Summer On."

It was created by newly-appointed agency WONGDOODY and includes pop culture-inspired headlines, hidden messages and promotional offers for new summer drinks and signatures. Featured prominently are new flavored iced coffees and the Mud Pie Ice Blended drink.

More details about the campaign include:

• More than 100 billboards and bus shelter advertisements across the region;
• Ads on traditional and digital radio;
• Commissioned Vine videos; custom Pinterest page; Instagram crowd participated photos taken through the "purple straw" lens; sentiment-based online banners and Facebook advertising; Twitter posts and hashtags.

"Our summer ad campaign marks a true milestone for the company," VP of Marketing Diane Kuyoomjian said in the release. "The ‘Keep Cool and Summer On’ campaign extends the friendly and playful spirit of our store experience into an invitation for customers to make us their destination for signature summer beverages."