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Eight O'Clock Coffee

CHALLENGE

With the growth of K-Cups, retailers were allocating less shelf space to bagged coffee - and Eight O’Clock Coffee was feeling the impact. Our challenge was to drive retailer support and display to increase visibility in store.

APPROACH

To meet our objective, it was essential to deliver a campaign that wowed both retailers and consumers. Our strategy emerged from studying the intersection of those two perspectives. We set out to identify a strategic partnership with strong cultural resonance - a partnership that both targets would appreciate and respond to.

Our solution was inspired by the 20th Anniversary of FRIENDS, a classic TV show with a deep connection to coffee - and the sociability that comes with it. Drinking coffee, after all, isn’t just about the coffee. It’s also an occasion to catch up with friends. Central Perk, the coffee shop that played an iconic role in the series, was the natural cornerstone for the campaign.

THE EXPERIENCE

The partnership was designed to deliver a complete consumer experience, while meeting the brand’s objectives with a limited edition Central Perk Roast to increase visibility at retail; a joint purchase offer to drive traffic across center store; a Central Perk mug offer to drive multiple purchase; an affiliate sweepstakes to drive awareness among loyal FRIENDS fans; and a Central Perk pop-up shop to create memorable experiences and build buzz.

Our Central Perk shop became a blockbuster attraction in the SoHo neighborhood of Manhattan for 32 days. Fans immersed themselves in the world of their favorite sit-com and sampled Eight O’Clock Coffee’s Central Perk Roast and other varieties.

 

Our Central Perk shop became a blockbuster attraction in the SoHo neighborhood of Manhattan for 32 days. Fans immersed themselves in the world of their favorite sit-com and sampled Eight O’Clock Coffee’s Central Perk Roast and other varieties.

Eight O'Clock Coffee

The authentic atmosphere featured a working coffee bar, plus cast wardrobe and props from the show, including the famous orange couch - a perfect photo op for fans. Our merchandise counter offered FRIENDS memorabilia, including bags of Central Perk Roast.

Special events included a celebration of National Coffee Day, appearances by James Michael Tyler (Gunther from FRIENDS), and performances by FRIENDS theme song artists, The Rembrandts, Grammy-winning artist Colbie Caillat and THE VOICE finalists, The Swon Brothers.

Special events included a celebration of National Coffee Day, appearances by James Michael Tyler (Gunther from FRIENDS), and performances by FRIENDS theme song artists, The Rembrandts, Grammy-winning artist Colbie Caillat and THE VOICE finalists, The Swon Brothers.

Eight O'Clock Coffee
Eight O'Clock Coffee : Central Perk
Eight O'Clock Coffee
Eight O'Clock Coffee : Central Perk
Eight O'Clock Coffee : Central Perk