Beverage

Coffee classic vamps up for its TV debut

Posted: August 21, 2013 by
Linda Casey

Eight O’Clock shows that you’re never too old for the red carpet. The 150-plus year-old brand will show its revamped packaging and tasty new varieties at the Emmy’s.

"The Eight O'Clock Coffee brand 'redress' is a celebration of our beginnings and a look into the future as we continue to stay relevant in the coffee aisle,” says Alisa Jacoby, marketing director forEight O'Clock Coffee. “All of these new brand choices—both inside and out of the bag—were inspired by our consumers who continue to be the most important influence behind our ever-evolving brand."

The brand is taking full advantage of the red color choice for the packaging by tying its debut with a new television advertising campaign. Eight O'Clock Coffee’s red bags will make its red carpet debut on September 22 nd during the Emmy Awards broadcast.

For the first time, Eight O'Clock Coffee will also be taking to the runway with an integrated presence at fashion showcase STYLE360 during New York Fashion Week 2013 where designers will showcase handbags inspired by Eight O'Clock Coffee's new red bags: The Red Bag Collection in support of Dress for Success.

The brand hope to up consumer engagement through the package redesign and social media. Consumers across the country are invited to share photos of red bags—whether a newly designed bag of Eight O'Clock Coffee on store shelves, a red bag on the runways during Fashion Week, or even a red bag they spot on the street—for a chance to win an exclusive trip to New York Fashion Week February 2014. Consumers can participate in the sweepstakes, by snapping a photo of a red bag and uploading it to Instagram with the hashtag #SpotTheRedBag.

The four new ground coffee varieties being introduced alongside the new packaging, include African Plains, Caramel Macchiato, Dark Chocolate Cherry (seasonal), and Cinnamon Bun (seasonal), all made with Arabica beans. Additionally, a new whole bean 100% Arabica variety—Central Highlands— sourced from the mountains of Central America and Rainforest Alliance Certified will be offered.