Tully’s Coffee Hires Seattle-Based Tether to Lead Tully’s Brand Refresh and Marketing Strategy

SEATTLE--()--Global Baristas, LLC dba Tully’s Coffee announced today that it has named Seattle-based Tether as its Agency of Record for creating the new marketing and brand refresh strategy for the retail experience at Tully’s Coffee.

“We performed an extensive nationwide agency search over the last six months and are thrilled to have chosen such a world-class agency as Tether to develop and drive Tully’s marketing strategy,” says Michael Avenatti, Chairman of Global Baristas, LLC. “Having a Seattle-based agency that knows the ins and outs of the coffee business was very important to us in making our decision and Tether’s experience with major global beverage brands like Gatorade and Pepsi is stellar. We immediately felt a synergy with Stanley and Tether’s creative team and are excited to count them as our partners.”

Tether will spearhead all aspects of Global Baristas’ retail brand refresh and marketing strategy from concept through creation and execution. In the coming months, Tether will also be assisting Tully’s with finalizing and implementing their plans for a complete redesign of all Tully’s stores - a project that has been underway for the last four months and for which the Company has already committed over $6.5 million. “The new look and feel of our stores, coupled with the technological enhancements we are bringing to the customer experience, will be a ‘game changer,’” states Avenatti.

“We are really excited to partner with Michael and his management team to realize the vision we share for what Tully’s can become,” says Stanley Hainsworth, CCO of Tether. “This is an opportune point in time where Tether’s unique approach to storytelling through design can help paint a new picture of the coffeehouse experience. Both Michael and I share the excitement of this opportunity to redefine the place where commerce and community intersect. Under this new leadership, consumers can soon expect to see significant change and more choice when it comes to their daily coffee routine.”

About Global Baristas, LLC dba Tully’s Coffee:

Global Baristas, LLC dba Tully’s Coffee is a leading specialty coffee retailer. Through company owned, licensed and franchised specialty locations in the Western United States and with its global alliance partner Tully’s Coffee Japan, Tully’s premium coffees are available at more than 600 branded retail locations globally, including 100 locations in the United States. Global Baristas’ corporate headquarters is located in Seattle, WA, the Coffee Capitol of the World. For more information: (800) MY-TULLY (698-8559) or TullysCoffeeShops.com.

About Tether:

Tether (www.tetherinc.com) is an independently owned creative agency headquartered in Seattle, WA, with an office in Portland, OR, that helps brands remember who they are and discover who they can become. Tether creates experiential, lifestyle brands through storytelling at every consumer touch point—an approach that uses emotional connection to trigger action and a loyal following. Tether provides advertising, branding, environmental, packaging, retail and industrial design, digital and interactive services for more than 50 clients in more than 25 countries.

Contacts

Global Baristas, LLC dba Tully’s Coffee
Suzy Quinn, 310-465-9893
squinn@GlobalBaristas.com
or
Tether
Rosalind Sciammas, 206-619-4470
Rosalind@tetherinc.com

Release Summary

Global Baristas dba Tully's Coffee announces Seattle-based Tether as its Agency of Record for creating the new marketing and brand refresh strategy for the retail experience at Tully's Coffee.

Contacts

Global Baristas, LLC dba Tully’s Coffee
Suzy Quinn, 310-465-9893
squinn@GlobalBaristas.com
or
Tether
Rosalind Sciammas, 206-619-4470
Rosalind@tetherinc.com