Kicking it old-school style, High Brew Cold Brew Coffee is taking a refurbished 1952 GMC coach bus across the country this summer to introduce and sample its ready-to-drink cold brew coffee to millennial consumers. The #HighBrewLiner will cover an estimated 16,000 miles over 22 weeks, stopping at various festivals, trade shows and grocery stores in 33 markets.
The coach bus is inspired by the brand’s travel and adventure messaging, and so it makes sense then that it kicked off June 8 at the GoPro Mountain Games in Vail, CO. At stops, a sampling bar with stools expands out from the bottom luggage carrier of the vehicle to accommodate walk-ups and casual hangouts while tasting the beverage. Brand ambassadors are on-site to introduce the product and sample the six varieties of cold brew coffee High Brew produces.
Complementing the brand’s mission for a “simpler,” no frills activation footprint, the bus has very little branding. The only other engagement, aside from sampling, is an old-fashioned post card station, where consumers can send a post card to a friend that has a coupon attached to buy one and get one free—and hopefully, share it with a friend.
Aside from key retail accounts and other stops, the brand is aligning with events that cater to the “on-the-go” lifestyle of the product. While young working professionals and college students are the sweet spot for targeting, High Brew is also counting on a halo effect to reach moms and older consumers, too, who may not know about cold brew coffee. Supporting the tour effort is High Brew’s network of field marketers in 14 markets across the country, who’ll continue engagement long after the bus pulls away, 365 days per year.
“The whole idea here is to really focus on the product and the one-to-one sampling and to provide an opportunity to just slow things down a little bit, get the grassroots going a little bit, talk to consumers, educate them on cold brew, educate them on High Brew and have some nice conversations,” says Mari Johnson, evp-marketing at High Brew. “There are no gimmicks, you’re not going to see giant TVs or interactive games. This is just about simplifying and focusing on this amazing product and bringing it to as many consumers as we can this summer.” Agency: OutCold, Chicago.