WONGDOODY Asks: Is Your Drink Cool or Kewl?

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”.

“We wanted a summer campaign that not only showcases our beverages, but also captures the uniquely friendly and playful spirit of The Coffee Bean & Tea Leaf .

WONGDOODY came in and truly ‘got’ us—and was able to harness and capture that with an authentic voice,” said Diane Kuyoomjian, Vice President of Marketing at The Coffee Bean & Tea Leaf. “WONGDOODY hit the nail on the head by developing a cross platform campaign with engaging creative that puts a smile on your face.”

Campaign executions also include billboards and bus shelters that will wallpaper top trafficked ZIP codes across Southern California. Select posters will include unique promotional offers via secret coupons written into copy that parodies traditional corporate disclaimers. A custom type treatment was designed for the campaign that takes a cue from the purple straw, telling readers to: “Keep Cool & Summer On,” “Carpe Diem All Diem Long,” “We’re Pouring Happy” and more, echoing the sentiments of Southern California culture that is core to The Coffee Bean, a company born and brewed in Southern California since 1963.

“I feel very lucky that one of my first campaigns as executive creative director for Los Angeles is for one of the most loved coffee brands in Southern California,” said Pam Fujimoto, the newly minted ECD Los Angeles, WONGDOODY. “Working with The Coffee Bean & Tea Leaf has been incredibly rewarding, especially in their enthusiasm for extending the creative to audiences on Vine, Pinterest and Pandora.”