The Organic Valley Pop-Up Sold Half-and-Half with Free Coffee
Katherine Pendrill — May 23, 2016 — Marketing
References: adweek & brandeating
Organic Valley recently opened a creative pop-up cafe that highlighted the brand's popular half-and-half creamer. However, instead of selling coffee and giving away free half-and-half, the brand did the exact opposite.
The Organic Valley pop-up was held in New York City in the NoLita neighborhood of lower Manhattan. At the temporary cafe, customers were given the option to order three sizes of half-and-half: Lil Bit, Double or Lotta. Customers could then head over to the free condiment bar to add the actual coffee to their drink. The idea was to creatively highlight half-and-half as the main ingredient instead of an addition to coffee.
The tongue-in-cheek pop-up cafe demonstrates how brands can refocus the way consumers view certain products in order to bring more attrition to their goods.
The Organic Valley pop-up was held in New York City in the NoLita neighborhood of lower Manhattan. At the temporary cafe, customers were given the option to order three sizes of half-and-half: Lil Bit, Double or Lotta. Customers could then head over to the free condiment bar to add the actual coffee to their drink. The idea was to creatively highlight half-and-half as the main ingredient instead of an addition to coffee.
The tongue-in-cheek pop-up cafe demonstrates how brands can refocus the way consumers view certain products in order to bring more attrition to their goods.
Trend Themes
1. Product-centric Marketing - Brands can refocus the way consumers view certain products to increase appeal and attract more customers.
2. Interactive Pop-up Experiences - Pop-up cafes and stores that offer unique and engaging experiences can generate excitement and draw in consumers.
3. Alternative Ingredient Showcasing - Highlighting a unique ingredient or product usage can disrupt traditional perceptions and create new market opportunities.
Industry Implications
1. Food and Beverage - Food and beverage companies can leverage pop-up cafes and innovative marketing strategies to showcase their products in unique ways.
2. Hospitality and Events - The hospitality and events industry can create interactive pop-up experiences that attract consumers and drive brand awareness.
3. Retail and E-commerce - Retail and e-commerce businesses can explore alternative ingredient showcasing to differentiate their products and attract niche consumers.
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