Demand for iced coffee, particularly portable pick-me-up drinks, is spreading fast. Consumers now want something more adult than an energy drink, whilst retaining the same level of convenience. Events like the Olympics are built around a fast and quick model of convenience as consumers require easy access to a range of refreshments on a much more regular basis. However they also remain open to new ideas and new products which will enhance their overall experience of the events they are engaging with. Iced coffee brands therefore need to make sure, that not only their product is up to scratch i.e. it is really coffee, but that it is positioned as a counterpart to the sporting activity they are watching and interacting with.
The Olympics heralds the start to the British summer season, so as well as the huge increase in footfall in London, iced-coffee brands have even more of a reason to step up their sampling activity, raise brand awareness and get products into the hands of the consumer. Brands will be competing fiercely to make sure their product achieves the highest profile amongst the visitors to the Olympic park. Sampling activity during the Olympics should be, and will be rife, offering brands a huge platform and potential to build association with customers. However, in order to stand out, iced-coffee brands should think about distribution in a creative, original way that sets them apart from the competition and engages the consumer beyond the live activity.
Brands should aim to bring their key messages to life through an experience that offers interaction and added value that is truly creative. Examples of this could be a touring coffee pop-up bar/lounge or a coffee road show that could host light-hearted tasting sessions. This would not only drive trial but create capacity for brand engagement.The biggest challenge many brands will face is recognition in a market full of brands trying to reach consumers, therefore brands need to develop a clear distinctive proposition, which focuses on coffee loving adults, whilst not alienating those who may be easily converted.
The live activity should always be incorporated into an integrated campaign, supported by social media platforms. This will procure the longevity and on-going dialogue with consumers that is so crucial for long-term brand engagement. The live activity should usually provide stimulating content to be broadcast via social media, increasing the reach and keeping the activity alive for longer. Community engagement is not a 9 to 5 job; brands need to recognise this and build a sustainable social strategy which enhances the brand experience for the consumer whilst at the same time establishing a sustainable level of brand recognition.
Whilst summer, sport and sunshine all are strong associations with the notion of drinking iced coffee, brands need to remember iced-coffee isn’t just popular over the summer. Therefore all brand communications need to not only appeal to consumers looking for a more sophisticated, refreshing drink during the Games but establish their product as all year round proposition. Sales figures show that iced-coffee is commonly purchased throughout the year and as a result, iced-coffee brands have plenty more to play on than just their associations to the summer sun.
The Olympics will attract an extremely varied demographic, and as such, iced-coffee brands can expect to market to a huge array of people. This is crucial for sampling campaigns that drive trial of the product, and the high footfall will create huge opportunities. Iced-coffee brands should look to play on the values and messages of the Olympics to create relevant and creative marketing campaigns, but should ensure these can be adapted and evolved once the games are over. Using the idea of heritage, for example, brands could host iced-coffee parties as a quirky alternative to the quintessential English tea party, or drum up their associations to mind stimulation, asking consumers to take part in sport related challenges.
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