Second Cup has introduced a series of fall-themed beverages and is topping them off with a new brand positioning.
The specialty coffee chain has introduced two new hot beverages, Salted Caramel Hot Chocolate and Harvest Berry Tea, to accompany the limited time offerings Pumpkin Spice Latte and Pumpkin Chiller.
According to Jean Vashisht, Second Cup’s director of marketing, the Salted Caramel Hot Chocolate addresses a growing trend towards foods that are simultaneously salty and sweet, while the Harvest Berry Tea is catering to the chain’s non-coffee drinkers.
Marketing support for the new beverages includes social media outreach as well as point-of-purchase marketing materials featuring the chain’s new marketing slogan, “There’s a little love in every cup” (Y’a un peu d’amour dans chaque tasse”).
According to Vashisht, research indicates that Second Cup customers are drawn to the brand’s “Canadian background,” and also feel an emotional connection to the brand. The chain’s franchise model also means that individual stores demonstrate the concept of “caring” for consumers in distinct ways, she said.
“There was definitely an opportunity to expand beyond the functional aspects of the brand and get a little bit more into emotional territory – not just ‘Here’s a new drink,’” said Vashisht of the new brand positioning. “The brand really does have a distinct personality that we really haven’t leveraged as much as we could.
“It’s just finding a way of speaking to consumers that acknowledges what they already feel about the brand.”
The chain is also preparing to launch two new brand-focused TV commercials in mid-October, although Vashist declined to discuss the creative concept. The new campaign, breaking the week of Oct. 17, will also promote what Vashist called a “new and improved” product line, although she wouldn’t disclose the details. “It’s not brand new, but it’s a considerable change from where we’re at with one of our current product lines,” she said.
While Second Cup has not been a heavy TV buyer, it went back to it this summer with a specialty TV-led campaign in support of its $2.95 Chiller Tuesdays.
The latest campaign was developed by Due North Communications, which was appointed Second Cup’s agency of record in February following a review (the account was formerly with Zig, now CP+B Canada). Due North also handles planning on the assignment, while media buying is handled by Vizeum Canada.
