Coffee pod brand CafePod is set to kick off its first-ever multichannel campaign – at a cost of almost £1m.
From 8 October, the ‘Live Fast. Drink Strong’ push will include a “heavyweight” presence across London. It will include posters outdoors and at Tube stations across the capital, backed by nationwide print media and retailer display advertising.
Scheduled to run until the end of November, it comes after CafePod this summer launched a new brand identity, made its debut in ground coffee and beans, and added the Downtown range inspired by craft beer.
The activity would highlight CafePod as “a more exciting, innovative high-quality coffee company, created to help busy people get the most out of their day” said the brand’s marketing director, Steve Clarke.
“We want to shake things up and do things differently – and we feel that this campaign does this perfectly, capturing all the energy, disruption and simple straight talking that the brand represents.”
CaféPod was the first business to launch Nespresso-compatible capsules into UK grocery. Since making its debut in 2012, it has become grocery’s seventh-biggest seller in roast and ground coffee.
Last year, the brand enjoyed a 43.4% rise in value to £6.2m [Nielsen 52 w/e 9 September 2017] – and it expects to reach sales of £14m by next summer.