Fresh Look for an Old Favorite
I was talking to a parent at my son’s basketball practice Wednesday night, and he mentioned that he’s given up $4 coffees and started buying bags of 8 O’Clock Coffee so he can make his own coffee each morning. I like that brand a lot as well, and it made me wonder if other people my age recognize this brand and even prefer it to trendier brands like Starbucks.
So, I was really intrigued when I got an email the very next day from Packaging Digest magazine about 8 O’Clock Coffee’s very public package redesign to celebrate its 150th anniversary. The coffee company has narrowed its redesign down to two very hip and attractive packages, and now it’s letting consumers pick which of the two designs to launch. In addition to being able to cast votes once a day through March 15, each vote earns the consumer a shot at $5,000 worth of groceries or one of another 150 prizes.
What a great way to keep the brand top-of-mind — every day! — during a time period when many forlorn baby boomers are rethinking the daily trip to the coffee shop and perhaps looking for a satisfying home brew. Even though the rules say “No purchase necessary,” I think 8 O’Clock Coffee is going to find sales percolate this spring.