Coffee Crafted to a T.

Background: The client is a veteran owned, small batch coffee roaster who specializes in unique blends and branding tailored to the military/veteran community. They have a robust SM following and good engagement. The content is almost always humorous, with very few “protected species” in terms of what they will or won’t poke fun at. Relative carte blanche from a copy perspective.

Problem: Coffee is what they’ve perfected. Now they want to expand into the tea space to highlight the health and wellness benefits such products can offer, especially to certain elements of the veteran community. Tea is a hard sell to a coffee crowd.

Solution: We uncovered interesting and insightful ways to market the tea to a predominantly male audience. We attacked an angle of marketing to the spouses of the service members as well. Women comprise the vast majority of military spouses and also outpace the male market of tea consumers in America (especially when corrected for iced tea data). This segment is intricately attached to the TA and previously targeted sparsely.