integrated promotion

national press extended
campaign reach

The first shot fired in the coffee wars and precursor to Unsnobby Coffee. This campaign combined guerilla tactics designed to garner earned media attention, with TV and trial-driving point of sale elements. Launched in coffee savvy Seattle, it became a highly successful product trial and set the stage for the bigger battle to follow. It won a Gold Effie and the ice blocks were selected for Communication Arts Design Annual.