Eight O'Clock(R) Coffee ``Gets Real'' about Coffee in New Advertising Campaign; Nearly 150 Year Old Company Announces Results of Consumer Taste Test
The national ad campaign, developed by Respond 2 Communications, includes two different spots which can be viewed on www.eightoclock.com. The advertisements include a call to action for consumers to visit a website to download a coupon for all varieties of Eight O'Clock Coffee.
“We have been roasting whole bean coffees for nearly 150 years and are thrilled to reinforce to coffee fans that not only do we have a ground coffee option and new flavors, but also to announce that the taste of Eight O'Clock ground coffee is preferred over Starbucks.”
One of the two spots entitled, "Caffeinated Divas," features an avid coffee drinker (the "Java Snobicus"), who goes to great lengths to find the perfect cup of gourmet coffee. She is surprised to learn that Eight O'Clock Ground Coffee is "preferred over Starbucks for taste," as the spot highlights results from a recent study revealing that the taste of Eight O'Clock Coffee's Original Ground Coffee is preferred over Starbucks(R) House Blend Ground Coffee in blind taste tests(1).
In the end, the "Snobicus" realizes that she can enjoy gourmet coffeehouse flavor at a grocery store price with Eight O'Clock Coffee. This campaign asks us to "get real" and try the coffee that people enjoy everyday.
As part of the new campaign, the website www.eightoclock.com, will also feature a blog called "The Grind." The blog will take on the life of the heroine in the commercial, a busy professional and suburban mom of two, and encourage other coffee drinkers to visit the website and interact with her as she shares her real-life thoughts and experiences.
"Eight O'Clock Coffee is excited to launch this new advertising campaign," said David Allen, Vice President of Marketing, Eight O'Clock Coffee. "We have been roasting whole bean coffees for nearly 150 years and are thrilled to reinforce to coffee fans that not only do we have a ground coffee option and new flavors, but also to announce that the taste of Eight O'Clock ground coffee is preferred over Starbucks."
In addition to "Caffeinated Divas," Eight O'Clock Coffee launched another spot titled "Taste of Sunday Morning." This ad features a variety of people enjoying a relaxing weekend moment in the middle of their busy weekdays, all with the help of Eight O'Clock Coffee. Now that Eight O'Clock is also available in ground coffee, consumers can enjoy this relaxing "whole bean experience" any day of the week.
About Eight O'Clock Coffee
Eight O'Clock Coffee is an American business and product success story of a private label store brand that became a national brand. First sold in bulk in 1859 when the Great Atlantic & Pacific Tea Company opened its first store, Eight O'Clock is the third ranked national brand in terms of grocery volume. In July, 2003, Eight O'Clock Coffee launched a line of ground coffee to complement its top-selling whole bean line-up. Today, Eight O'Clock Coffee offers ground coffee in blends to match their most popular whole bean varieties - Original, 100% Colombian, French Roast, Hazelnut, French Vanilla and Original Decaffeinated. The Eight O'Clock name was determined after the company conducted a survey to identify what time of day most coffee was consumed; the most popular time was Eight O'Clock, both a.m. and p.m.
(1) Among those with a preference, in a blind taste test of EOC Ground Original vs. Starbucks Ground House Blend, Tragon Corporation March/April, 2006.
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