Second Cup launches Flat White promotion

New espresso drink part of brand rejuvenation

Piaggio (2)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.


Brands Articles

30 Under 30 is back with a new name, new outlook

No more age limit! The New Establishment brings 30 Under 30 in a new direction, starting with media professionals.

Diageo’s ‘Crown on the House’ brings tasting home

After Johnnie Walker success, Crown Royal gets in-home mentorship

Survey says Starbucks has best holiday cup

Consumers take sides on another front of Canada's coffee war

KitchenAid embraces social for breast cancer campaign

Annual charitable campaign taps influencers and the social web for the first time

Heart & Stroke proclaims a big change

New campaign unveils first brand renovation in 60 years

Best Buy makes you feel like a kid again

The Union-built holiday campaign drops the product shots

Volkswagen bets on tech in crisis recovery

Execs want battery-powered cars, ride-sharing to 'fundamentally change' automaker

Simple strategies for analytics success

Heeding the 80-20 rule, metrics that matter and changing customer behaviors

Why IKEA is playing it up downstairs

Inside the retailer's Market Hall strategy to make more Canadians fans of its designs