The latest Convenience World magazine is advertising Dare Cold Pressed Coffee, a new espresso coffee shot drink that looks pretty cool for coffee fans. I can see this working in a unit next to newspapers or at the counter for impulse purchase. They have a strong ad campaign planned to support the launch.
The ad says NSW only at the moment.
If I was doing this I;d probably have a different product for the afternoon since coffee is more of a morning purchase … in my experience.
In your experience … I’m pretty sure coffee is an all day beverage!
We’ve had it here for about a month. Sales are not that great in comparison to the rest of the Dare range. It isn’t targeting the traditional demographic of flavored milk drinkers and it might have a hard time taking market share from coffee drinkers that prefer to buy from a barista rather than out of a fridge.
Our sales however could just be a reflection of our particular demographic.
Jarryd the $1.5M media spend starts November so maybe it will grow from then.