As part of the 'Coffee On The Go, Clean Teeth On The Go' campaign between the Seattle Coffee Co. and Wrigley's Orbit, java orders at the cafe now come with both coffee and gum.
Tag 8 and DDB worked together on the development of this campaign, designing coffee cup sleeves that have a slot for a single piece of chewing gum in a wrapper. The single piece of gum is small, but the playful and dynamic design on the sleeve makes it unmissable.
Since it seems like people are often forced to choose between drinking coffee and a brilliant smile, this campaign makes for a very happy marriage. The campaign is a clever way to satisfy coffee drinkers (as well as those around them by preventing coffee breath) and promote chewing Orbit for fresh breath.
Fresh Breath Coffee Cups
Seattle Coffee Co. Cups Have Coffee and Gum to Thwart Bad Breath
Trend Themes
1. Combination Products - The trend of combining two products, like coffee and gum, creates unique value propositions and convenience for consumers.
2. Campaign Collaborations - Collaborations between brands for marketing campaigns, such as the Seattle Coffee Co. and Wrigley's Orbit partnership, can lead to innovative and attention-grabbing promotions.
3. Multifunctional Packaging - Innovative packaging designs that serve multiple purposes, like coffee cup sleeves with a slot for gum, offer opportunities for creativity and differentiation in the industry.
Industry Implications
1. Food & Beverage - The food and beverage industry can explore incorporating cross-product collaborations to enhance customer experience and drive sales.
2. Advertising & Marketing - The advertising and marketing industry can explore partnerships between brands to create engaging and memorable campaigns that capture consumer attention.
3. Packaging & Design - The packaging and design industry can leverage the trend of multifunctional packaging to create innovative and attractive solutions for various products.