A strategic approach to brand marketing becomes even more essential when you do business in an established category such as coffee. Many consumers consistently reach for the same brand at the supermarket. Our challenge was to arrange TV publicity for City Girl Coffee that gave coffee lovers several reasons to try something new. It had to be fun and answer the age-old question all marketers must answer on their audience’s behalf: What’s in it for me?
City Girl Coffee is a premium, beans-with-benefits coffee brand. It is one of very few sustainably and responsibly sourced coffee brands actively working to establish gender equality for millions of women coffee producers.
We capitalized on the summer season by offering producers at ABC-TV affiliate KSTP-TV a fun segment demonstrating how to make iced drinks and cocktails with City Girl Coffee. Then we worked with City Girl Coffee founder Alyza Bohbot James to determine her best crowd-pleasing recipes and mediagenic props.
This segment was a big hit! The hosts were having so much fun that they gave Alyza plenty of time to deliver all of her key message points. They even commented that they wanted to tour City Girl Coffee’s manufacturing location for themselves.
We are confident that the TV audience also wanted to replicate this fun in their own lives by making City Girl Coffee drinks for their next party or family gathering.
Do you sell a product that you’d love to demo on TV? Let’s talk about what your TV publicity might look like. Call us at 952-697-5269 or use this form to start brainstorming some fun ideas.
