Seattle’s Best Coffee came to us as a forty-year old coffee company on a mission to change. With so much history, and such a strong corporate parent in Starbucks, Seattle’s Best Coffee had all the tools and a team on a mission to find new answers to some old problems.

In order to drive trial and awareness, as well as to introduce SEATTLE’S BEST Iced lattes to the consumer, we launched a campaign that focused on the morning routine. We took the widely known concept of being a morning person and made the assumption that every person could be one with the help of SEATTLE’S BEST Iced Lattes. To break up the monotony of people’s morning commutes we constructed an 8-foot fridge and dropped it in busy areas around Los Angeles. Anyone daring enough to discover their inner morning person was rewarded with an Iced Latte. Those passing by found it hard to resist the mystery of the red fridge and were emboldened to peek inside. The encounters were documented on film, which was released virtually, while consumers were also driven to the microsite by digital banners.

Our goal was to generate brand interaction, and we did. Over 90,000 samples were handed out in 8 cities, and in the month following the sampling the microsite had 36,000 views with visitors spending an average of over two minutes on the site. Overall the entire campaign was successful in lifting the bottled coffee beverage category.