Second Cup’s new line of sustainable products fits the coffee chain to a tea.
The national chain has introduced a new line of Rainforest Alliance Certified, whole-leaf teas consisting of new and reformulated teas that also come in new packaging (something called “silken pyramid bags” as opposed to their typical paper sachets).
The new teas follow last year’s introduction of Rainforest Alliance Certified coffee, which now accounts for 80% of the chain’s coffee portfolio and 100% of its espresso beans.
“It’s an alignment of what the expectations are for the brand,” said Jean Vashist, director of marketing for Second Cup in Mississauga, Ont. “We went one direction with our coffee, and we figured the tea should also deliver on the same premium level that the consumer expects… It made sense to take a tea there because [sustainability] is one of the things that’s important to us as a brand.”
Marketing support for the new line includes a pair of documentary-style TV commercials that nod to Second Cup’s recently introduced positioning “A little love in every cup.” One 15-second spot features Jamie, who operates a Second Cup store at the University of Toronto’s Rotman School of Management. “With kind words, and a coffee or two, he taught students to never give up,” says the accompanying voiceover.
Jamie was selected to appear following an internal contest in which franchisees were asked to share a story that demonstrated how Second Cup cares for its customers.
Another 15-second commercial, shot at the company’s corporate headquarters, shows Second Cup’s product developer Pat Russell introducing the new tea line.
The spots were created in-house, and are running across specialty channels in English Canada as well as on the TVA network in Quebec. They will also be part of the in-flight entertainment on Air Canada flights throughout November and December.
Media buying for the campaign was handled by Vizeum Canada.
Second Cup’s agency, Due North Communications, has also created point-of-purchase materials showing images of the tea and the revamped bags, accompanied by messages such as “Now there’s love. In numbers” (“Y’a maintenant de l’amour. À profusion”).”
The company is also promoting the revamped tea line via its Facebook and Twitter channels, with friends and followers invited to watch for a secret phrase and come in to any of the chain’s 350 stores across the country for a buy-one-get-one-free offer.
