Emmi Café Latte, test market launch
To launch Emmi Café Latte in America, our team seized upon what made it truly stand out in a crowded coffee-chino category: it’s made with real espresso and fresh milk, so it’s found in the cooler.
"What's in the cooler?" teaser campaign
Teaser campaigns in Chicago and Miami test markets generated curiosity and drove traffic to a website, whatsinthecooler.com.
Guerilla art
Mysterious refrigerators painted by local artists began appearing randomly to get people talking. Literally. Comedians would playfully interact with curious onlookers through speakers in the refrigerator, driving additional traffic to whatsinthecooler.com.
Marketing an unconventional coffee called for unconventionally refreshing media. Refrigerator-toting rickshaws maximized impressions during the teaser phase.
A teaser website captured consumer data for the reveal of “what’s in the cooler” and offered a chance to win $500.
Product reveal
At launch, OOH highlighted the premium quality of Emmi Café Latte while driving consumers to its store location in the cooler.
OOH at transit stops offered a coupon via text to drive to retail.
A sampling blitz featured a vintage milk truck, radio remotes and, naturally, an appearance by Refrigerator Perry in Chicago to gain additional PR. Brand ambassadors distributed 112,000 samples in target markets.
Online reveal
Consumers who opted-in were directed to a website featuring product information, coupons to drive to retail, and an opportunity to bid on miniature coolers painted by our artists, with proceeds benefitting local charities.