There may be a Starbuck’s on every street corner in New York City, but there can only be one “Central Perk.” As part of a fully integrated marketing partnership, the 150-year-old Eight O’Clock Coffee brand and Warner Bros. Television Group teamed up to recreate the iconic “Friends” coffee shop in celebration of the series’ 20th anniversary.
At the pop-up, which opened Sept. 17 and runs through Oct. 18 at 199 Lafayette Street in the SoHo neighborhood of New York City, consumers have been picking up a free cup of coffee and sampling the different Eight O’Clock blends, in addition to checking out show memorabilia and taking part in a photo activation with the infamous Central Perk orange couch. Coffeehouse-style music nights have been taking place, too. Check out more highlights from the pop-up, here.
“Last year was all about the Eight O’Clock brand refresh, so we actually took our brand and repackaged it and repositioned it,” says Alisa Jacoby, director marketing at Eight O’Clock Coffee parent company Tata Global Beverages. “Now that we’ve brought our brand into more of a contemporary space, this year is about how we can get closer to our retailers and consumers to make sure that we continue to be relevant, and the pop-up has allowed us to get out in front of them.” Agency: Source Marketing, Norwalk, CT.