In order to prove to the world that it serves great coffee, grocery store chain Coop set up a coffee shop prank. As well as attempting to prove that its coffee is delicious, Coop wanted to remind the public that a good cup of coffee doesn't have to come from a hip cafe with outrageous prices.
The Secret Coffee Shop was set up for a month, drawing in more than 4,000 people who had the chance to cast a vote about the coffee served. The results revealed that 67% of people really liked the coffee, while 32% found it good and 1% did not care for the coffee at all.
After being in operation for 30 days, it was revealed that the Secret Coffee Shop was actually a publicity stunt that simply used branding to elevate Coop's current selection of coffee beans.
What's Driving This Trend
- Grocery Store Coffee
- Opportunities abound for grocery stores to highlight their coffee offerings and challenge the dominance of hip cafés.
- Disruptive Branding
- Innovative branding strategies can help businesses like Coop create buzz and challenge consumer perceptions.
- Publicity Stunts
- Organizations can leverage the power of unconventional, attention-grabbing campaigns to generate excitement and capture market share.
Who This Affects Most
- Grocery Retail
- Grocery retailers can seize the opportunity to reposition coffee as a key offering and attract coffee enthusiasts.
- Coffee Shop Chains
- Established coffee shop chains can explore unique marketing tactics to differentiate themselves from their competitors.
- Advertising and PR
- The advertising and PR industry can tap into the trend of disruptive branding to help clients create memorable campaigns that challenge the status quo.
