Seattle's Best Coffee, a subsidiary of Starbucks, has launched a campaign called 'Create Your Deliciousness,' a campaign that invites consumers to customize their morning brews using the brand's Facebook app.
The Create Your Deliciousness campaign is a year-long campaign that wants people to define what they deem is the best cup of coffee through their own "unique add-ins and toppings" (which are not your run-of-the-mill chocolate sprinkles or milk substitutes). For instance, more than 80 percent of surveyed Americans have stated that they will go to bizarre lengths to customize their drinks with things like candy and even cayenne pepper! So, the online campaign offers participants a variety of unique toppings, ranging from mini-marshmallows to fruit-flavored cereals so that they can create their dream cup of coffee. Participants get a chance to win a 12-oz. bag of Seattle's Best Coffee and, according to BrandChannel, the results of the campaign will influence future "innovation decisions."
Coffee Customization Challenges
Seattle's Best Coffee 'Create Your Deliciousness' Campaign
Trend Themes
1. Personalized Coffee - The Create Your Deliciousness campaign illustrates customers' love for creating their own unique coffee recipes. Coffee businesses could create a platform for customers to personalize their own coffee using unconventional and unique add-ins and toppings.
2. Social Media Engagement - By launching the campaign on Facebook, Seattle's Best Coffee is tapping into the power of social media to drive brand engagement. Other coffee businesses could implement similar strategies to engage with customers on social media platforms.
3. Innovative Product Development - Seattle's Best Coffee's Create Your Deliciousness campaign incentivizes customers to define what their best cup of coffee means to them, offering unique toppings ranging from mini-marshmallows to fruit-flavored cereals. This data could be used to inform future product development decisions and offer new and exciting coffee products to customers.
Industry Implications
1. Coffee Retailers - Coffee retailers can use the Create Your Deliciousness campaign as inspiration to explore personalized coffee experiences for their customers, including unconventional add-ins and toppings, to differentiate their offerings and create customer loyalty.
2. Social Media Marketing - The campaign illustrates how social media can be used as a marketing platform to increase engagement with customers, and companies could explore new and creative ways to engage with social media audiences.
3. Product Development - The innovative and unique coffee recipes created through the Create Your Deliciousness campaign could help inform future product development decisions in the coffee industry.