The agency came up with the idea of positioning Tully’s blended beverages as a daily answer to the post-lunch energy lull. Our solution: the Tully’s 3:21 Wake-Up Call. We selected the 3:21 minute because of its rhythm (3,2,1) and we felt it would be an easy time to remember and would resonate with the target. At 3:21pm each day for 3 weeks, marching bands performed “Reveille” for exactly one minute outside 81 Tully’s locations. Tully’s employees handed out time-sensitive drink coupons, 3:21-branded buses, trucks and scooters swarmed the locations, and Wake-Up Emails were sent to nearby office workers at 3:21 sharp.

The Tully’s 3:21 Wake-Up Call’s effectiveness and popularity exceeded everyone’s expectations. The promotion came on the heels of a downward-treading market. In the 12 weeks prior to the promotion, sales were down 10.9% vs. the same period the year before.

During the 12 week promotional period, sales saw a 14.2% increase over the same period the prior year, far exceeding the sales goal of 5%.