Italian coffee syrup brand Torani this summer will launch a new mobile tour aimed at the consumer market. Torani, which is headquartered in San Francisco, will kick off the tour in May at the 75th anniversary celebration of Golden Gate Bridge. From there the tour will hit festivals and fairs, such as the Portland Rose Festival and the San Diego County Fair, as well as smaller mid-week stops. The consumer tour is a direct result of a b-to-b tour that Torani launched last summer on the West Coast, which stopped at more than 500 independently, owned coffee houses to sample its syrups and smoothies.
“It was a model of engagement that worked really well,” Julie Garlikov, vp-marketing at Torani, told Buzz. This year the b-to-b tour will travel to coffee houses on the East Coast, from Washington, D.C. and Baltimore to New York and New Jersey. “We were trying to find a way to create more engagement around our brand, and more loyalty,” Garlikov said. “Our product is something you really need to test and play with, and once you test and play with it and taste it, you love it. But you don’t necessarily get it just seeing an ad.”
Torani’s consumer tour will travel in a 20-foot truck with a lit-up bar in the back staffed by eight to 10 brand ambassadors. Attendees will be able to make a sample drink or purchase a finished concoction and bottles of the syrup. It also will house iPads for making online purchases. A social media overlay will have bloggers reporting from the tour and others on Foursquare, Twitter and Facebook. Consumers will be able to upload photos in a competition and follow the tour on social media sites and at torani.com. Agency: Kicking Cow, St. Louis.