The Coffee Bean & Tea Leaf® teamed with WONGDOODY to launch the brand’s most comprehensive advertising campaign in its history. Inviting customers to “keep cool and summer on” with the company’s iced beverages, including the Original Ice Blended® drink, the campaign encompasses outdoor, radio, social, mobile and online media. The latest Summer Ice Blended® drink flavor — Mud Pie — is prominently featured across a variety of media.
Targeting 18–34-year-old millennials, online banners and video offer up the “coolest” summer drinks while radio ads run on top Los Angeles stations and Pandora. A custom-designed Pinterest page and Instagram posts will circle back to tweets and commissioned Vine videos that all incorporate the purple straw, a familiar symbol of the company’s cold drinks. Placement of the online banners and social advertising will be sentiment driven, targeting over-heated or under-caffeinated online dwellers. Internet commercials directed by The Real McCoys feature two young dudes debating how cool is “cool”.