Peter’s Cold Brew's Functional Vinyl Can Also Be Consumed as a Cold Brew
Laura McQuarrie — June 21, 2018 — Marketing
References: mccann.cz & designtaxi
McCANN Prague launched the Blacker Than Black campaign for Peter’s Cold Brew and with it, a fully functional vinyl record made from pressed coffee. The team worked with food innovator Patrick Galencser to create much more than just a showstopping record made from coffee—in fact, the record doubles as a fully drinkable high-octane cold brew when it is broken up and combined with water.
Those who received the special vinyl record found a tracklist of four black metal songs that express the qualities of the coffee. The Blacker Than Black tracks are named to express the notion that Peter’s Cold Brew is "blacker than matching with your dad on Tinder," or "blacker than dying unicorn sounds."
Food and beverage are now creating edible vinyl records for fans as a means of satisfying their cravings for nostalgia, novelty and something to eat all in one.
Those who received the special vinyl record found a tracklist of four black metal songs that express the qualities of the coffee. The Blacker Than Black tracks are named to express the notion that Peter’s Cold Brew is "blacker than matching with your dad on Tinder," or "blacker than dying unicorn sounds."
Food and beverage are now creating edible vinyl records for fans as a means of satisfying their cravings for nostalgia, novelty and something to eat all in one.
Trend Themes
1. Edible Vinyl Records - The trend of food and beverage companies creating edible vinyl records offers a unique way to satisfy consumer cravings for novelty and nostalgia.
2. Functional Food Innovations - Innovations like Peter’s Cold Brew's drinkable vinyl record demonstrate the disruptive potential of creating functional food products that serve multiple purposes.
3. Creative Marketing Campaigns - The Blacker Than Black campaign by McCANN Prague showcases the power of creative marketing strategies that combine novelty items with unique brand storytelling.
Industry Implications
1. Food and Beverage - The food and beverage industry can explore the creation of edible vinyl records as a way to tap into consumer nostalgia and offer innovative, multi-purpose products.
2. Music and Entertainment - The music and entertainment industry can collaborate with food and beverage companies to create unique merchandise that combines music consumption with edible experiences.
3. Marketing and Advertising - Marketing and advertising agencies can draw inspiration from the Blacker Than Black campaign to develop creative strategies that capture consumer attention through unique and unexpected storytelling.
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