The Story

Our strategy began by building brand awareness with a halo of goodwill with the Orlando community's involvement. On National Coffee Day (September 29th), we rallied the entire city with a teaser campaign followed by a mock protest in front of City Hall with free coffee offered to all who attended. The City of Orlando's Mayor Buddy Dyer answered the chants by the mock protestors and declared September 29th Barnie's Coffee Day in Orlando.

More than 10,000 cups of coffee were sampled during the experiential marketing activation and successfully garnered more than 325,000 earned media impressions.