STŌK Cold Brew Attracts a New Kind of Consumer
STŌK gained national distribution agreements with top convenience store distributors.
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The Point
Help Operators Capitalize on the Cold Brew Movement
Support retail and foodservice outlets in their efforts to capture their fair share of the growing third wave coffee movement with Millennial consumer targets who want on-the-go cold brew coffee options.
The Plan
Integrated Marketing Plan to Drive Sales Efforts and Operator Trial
By building an integrated plan, we enabled the sales team to convey a story that communicated the consumer desire and sales opportunity for adding a cold brew to their beverage lineup. Doing so created awareness with operators through paid media, public relations, industry events and owned media.
The Idea
Connecting Operators With the Next Generation of Coffee Drinkers
We helped operators see how they could capture more coffee occasions through the “Look at you go” campaign, demonstrating that STŌK cold brew would reach and satisfy a new consumer type.
Sales pitch tools including presentation deck, product collateral and free case offer.
National digital campaign with regional targeting reached convenience store, drug store and non-commercial operators driving to a campaign landing page.
Industry trade show support and engagement activities at NACS, FARE & NACUFS.
The Payoff
STŌK gained national distribution agreements with top convenience store distributors.
Paid media resulted in half of a million impressions, driving visits to the landing page and generating new leads. Selling efforts and tradeshow activities resulted in pitch meetings with some of the largest convenience store chains in the country.
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