Tully's Coffee - 3:21 Wakeup Call

Challenge

Establish awareness of Tully’s blended drinks, especially in the shadow of Starbucks’ Frappuccino.

Solution

The Tully’s 3:21 Wake-Up call — a mid-afternoon barrage of outdoor media, high school bands and a lot of sampling.

Results

Tully’s blended drink sales increased by 24% and unit volume (year over year) increased by 77% during the first four weeks of the promotion.