Coffee retailer Second Cup is embarking on a sampling tour using a branded, custom-built Piaggio truck as part of a national campaign to promote its new Flat White espresso-based drink.
Flat White, which originated in Australia, is described by Second Cup as “a very robust, perfectly balanced, espresso-based coffee with an intensely rich flavour and velvety consistency.” Unlike a latte or a cappuccino, Flat White features more espresso and less steamed milk. The product was launched as part of Second Cup’s brand transformation, said Vanda Provato, who joined the company has VP of marketing in July.
“Second Cup is looking to reinvent and reimagine our brand experience at every single touch point,” she said. “For us, the Flat White is really about getting back to our roots, which is about providing a specialty coffee experience and introducing something that is innovative and new.”
The tour kicked off in Toronto during the Toronto International Film Festival and will hit Toronto’s Danforth neighbourhood on Sept. 20. Other stops include Ottawa, Montreal, Calgary and Edmonton.
“The drink is very innovative, so we wanted to take this to the market in an innovative way,” said Provato. “The Piaggio seemed like a really fun, engaging and different way to bring sampling at a very local level.”
The promotion also includes in-store marketing materials, social media and a 15-second TV spot (above) airing on specialty networks. A media event was held at a Second Cup location in downtown Toronto earlier this month. Strategic Objectives is handling PR, Strano + Pettigrew Design Associates developed the creative, and Bang Media is handling media planning and buying.