Coop's Coffee Shop Prank Proves That People Love Grocery Store Coffee
Laura McQuarrie — December 4, 2015 — Unique
References: coop.no & creativeguerrillamarketing
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.
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.
Trend Themes
1. Grocery Store Coffee - Opportunities abound for grocery stores to highlight their coffee offerings and challenge the dominance of hip cafés.
2. Disruptive Branding - Innovative branding strategies can help businesses like Coop create buzz and challenge consumer perceptions.
3. Publicity Stunts - Organizations can leverage the power of unconventional, attention-grabbing campaigns to generate excitement and capture market share.
Industry Implications
1. Grocery Retail - Grocery retailers can seize the opportunity to reposition coffee as a key offering and attract coffee enthusiasts.
2. Coffee Shop Chains - Established coffee shop chains can explore unique marketing tactics to differentiate themselves from their competitors.
3. 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.
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