BRANDING 9

STEVEN BALLIEN, KOLBI DARDEN, SOPHIA KOLLAJA RAUL LARIOS, YUXIN LI

S i t u a t i o n A n a l y s i s Of all coffee sales in the US, cold brewed coffee makes up 24% according to Mintel research. This number has risen since 2009 where cold brewed coffee only accounted for 19% of all coffee sales. This number is expected to continue to grow as cold brewed coffee is becoming increasingly popular specifically among the 18-24 year old crowd. This spike in popularity can be attributed to the quality of cold brewed coffee compared to that of regular coffee brewed with heat. Cold brewed coffee is brewed according to the toddy brewing system. With this brewing method, time replaces heat. Coffee beans are soaked in cold to room temperature water usually for 12 hours. By soaking the beans in water over time rather than extracting the flavor out of the beans with heat, the oils and acids are left behind leaving only the flavor and caffeine in the coffee that is consumed. This is exactly what Chameleon Cold Brewed coffee does, but instead of soaking the beans in water for 12 hours they do so for 16 hours. By soaking the beans for longer, you in turn get an even richer taste with

lower acidity than coffee that is soaked for only 12 hours. While Chameleon is competing against all coffee overall, they are more specifically competing against other cold brewed coffee such as brands like Stumptown, La Colombe, Grady’s, Gorilla Coffee and more. Among the cold brew community, Chameleon is competing with other ready to drink cold brewed coffee, coffee concentrates, and they also go up against brick and mortar stores that sell cold brew coffee. They are competing with the cold brew community more specifically because those who drink cold brew do so because the quality is higher, the flavors are richer, and the acidity level is lower. Another major advantage Chameleon has over its competitors is the fact that it’s niche is cold brewed coffee. They only produce cold brewed coffee. This allows them to truly refine their craft and make the best cold brewed coffee available. While some other competitors may do this as well, it is not customary. Some of their main competitors such as La Colombe and Stumptown brew other coffee

and have cold brewed only as an extension. By doing so, they can not truly focus on making exceptional cold brewed coffee. Chameleon also has an advantage over most because it is so new. Unlike La Colombe, which was founded in 1994, and Stumptown, which was founded in 1999, Chameleon was founded in 2010, so they do not have to explain to the world what cold brewed coffee is. Chameleon simply has to make itself as a brand known. While Chameleon has its strengths, it also has its weaknesses. Because they are so new, they are not sold in many areas. Because of this, many of the people they are trying to target may not know they exist. While people can order the coffee online, this puts a burden on people who need their coffee right away. In addition, consumers can not order the coffee online if they do not know it exists. This weakness of not having enough visibility due to a lack of locations where it is sold can also be attributed to the fact that since its launch in 2010, Chameleon has not launched a big advertising campaign. “Mixtape” has branded them, but they have not launched a significant campaign. By not advertising as much as they should, they

are limiting their consumer pool. Another weakness of Chameleon is that they do not have a wide variety of flavors. They have black coffee, mocha, and vanilla ready to drink coffees as well as these flavors in larger concentrates. While other ready to drink coffees and coffee concentrates may not also have a wide variety of flavors either, Chameleon is also competing against brick and mortar stores where people can have their cold brew prepared how they like.

While Chameleon has their strengths and weaknesses as a brand as of now, looking toward the future it has several opportunities and threats. In terms of opportunities, most notably the brand has the opportunity to expand where they sell their product. As of now, Chameleon Cold Brew is only sold in stores within 21 states as well as being sold online. Within these 21 states, the brand is only sold at a handful of retail locations. In order to maximize their profits, Chameleon can and should expand where they sell their products. In addition to expanding where their product is being sold, Chameleon also has the opportunity to expand along with their demographic. Those they are targeting are for the most part concerned  

with if the products they consume are organic among other things. Chameleon fits perfectly within this, for they are 100% organic. The expansion comes from the fact that this obsession with organic products is growing. As an organic product, Chameleon will continue to grow with this movement. Another opportunity is the possible move to being their own brick and mortar store. While this may be far into the future, Chameleon may need to establish themselves physically in order to compete with other cold brew brick and mortar stores. One of the threats Chameleon faces comes from the massive coffee chain: Starbucks. While they are not currently a threat, Starbucks has mentioned an interest in producing cold brew coffee. Starbucks already has a loyal fan bas, so if they were to create a cold brew coffee themselves, they would undoubtedly steal some of Chameleon’s consumers, present and future. Apart from Starbucks, other cold brew options that are a major threat to chameleon are the “do it at home” cold brew recipes. With an increasing number of people becoming fans of the “do it yourself” trend, Chameleon could potentially lose consumers to that.

The single most important thing to our demographic (US adults ages 18-24) is the

quality of the product. It’s a large part of why they drink cold brew in the first place. The quality is higher, the flavor is richer, and the acidity level is lower. What causes this is the amount of time brewed. While normal cold brews are brewed for 12 hours, chameleon is brewed for 16 resulting in higher quality, richer flavors, and lower acidity compared to the competition. Which is where the consumer insight comes in to play. People are constantly in search of the highest quality coffee that they can find. Sometimes that task may not be as easy as it seems. We are positioning Chameleon as the best cold brewed coffee, and we want consumers to know it is not as hard to find as they may think. Their journey for the world’s best cold brewed coffee is finally over.

Based on his notion, we came up with the tag line: “It doesn’t have to be that hard.” In order to inform consumers that finding a cold brewed coffee with the highest quality, richest flavor, and among the lowest acidity level doesn’t have to be that hard. We depicted this through five pieces we felt best embodied this concept. First, we chose a print campaign showing tasks that are hard such as climbing Mount Everest, traveling to outer space, and participating in the running of the bulls. We chose these tasks in order to stress the fact that finding a cold brewed

coffee with rich flavors and low acidity levels doesn’t have to be as hard as completing these tasks. These print pieces would be perfect for placing within magazines such as “Rolling Stone,” for 26.8% (the highest of any other age group) of their readers fall within our demographic of 18-24 year olds. Not only do 18-24 year olds read this magazine, we also feel that coffee enthusiasts who are also health conscious read this magazine, which is exactly who we are trying to target. Another advantage of advertising in this magazine would be that Chameleon would receive national attention. This would without a doubt increase brand awareness. Another place that would be smart to advertise our print campaign is outside of whole foods. We would place a large print picture of our ads outside of the store, for this is exactly where our demographic shops and also a place where our product is sold.

We also wanted to get people involved in an experiential event. An obstacle course would be perfect for this. The obstacle course would be set up at music festivals such as ACL, Coachella and other national music festivals that attract our demographic. The participants would go through this obstacle course that would be somewhat difficult, and at the end would be a ready to go Chameleon cold brew along with our tag line: “it doesn’t have to be that hard.” Again

stressing the fact that finding a cold brewed coffee with the greatest quality, richest flavor, and lowest acidity levels doesn’t have to be that hard. In this case it doesn’t have to be as hard as completing an obstacle course. The quality again is all due to the fact that Chameleon takes the time to cold brew their coffee for 16 hours whereas everyone else only does so for 12.

Lastly, we created a video depicting someone attempting to lick their elbow. It is a commonly know fact that it is basically impossible for someone to lick their own elbow. We played off of this to show again that finding the highest quality cold brew coffee with rich flavor and low acidity doesn’t have to be that hard. In this case, finding this doesn’t have to be as hard as licking ones own elbow. This video would best be displayed during prime time spots on television during shows that this demographic watches such as Game of Thrones, The Walking Dead, and Sons of Anarchy. All of these are popular shows that appeal to our demographic.

In all of our pieces the tone is more so witty than anything. We chose this feel it would resonate with our demographic as

they are a witty and sarcastic crowd.

No matter the strengths, weaknesses, opportunities, or threats our objective was to create more brand awareness among the demographic and translate to them that finding superior cold brewed coffee doesn’t have to be that hard. Through our five pieces, we feel this objective was met.

   Why are we advertising?

 To promote trial and brand awareness. 

Whom are we talking to? Young, on-the-go coffee enthusiasts.

What do they currently think?

Finding a great cold brew is hard.  

What do we want them to think?  Chameleon cold brew is the best option

What is the single most important thing we can tell them?

It doesn’t have to be hard to have perfect coffee.  .

C R E A T I V E B R I E F

It doesn’t have to be that hard

Coffee lovers will go to great lengths to get the perfect cup of coffee, spending hours and serious money on trying to seek out what they find to be perfect. For them, their love of coffee knows no bounds. Chameleon Cold Brew counters that by offering these coffee lovers a product that is both convenient and of great quality. This campaign is centered around letting coffee lovers know that they don’t have to do all of the leg work when it comes to having a great cup of coffee, Chameleon Cold Brew is there to take over. Chameleon Cold Brew is a readily available, great quality product at a reasonable price. This campaign takes a lighthearted and slightly sarcastic tone as it compares activities, that are not often associated with coffee, with the effort of making coffee in each piece. This campaign is designed to increase brand awareness and influence brand preference. By viewing the elements of this campaign, coffee drinkers will hopefully be instigated to add Chameleon Cold Brew bottled coffee into their lives as a convenient, quality product that they trust to satiate their need for the perfect cup.

IT DOESN’T HAVE TO BE THAT HARD G o i n g t o s p a c e s h o u l d b e h a r d b u t c o f f e e s h o u l d n ’ t . C h a m e l e o n c o l d b r e w c o f f e e m a k e s i t e a s y f o r y o u t o h a v e t h e p e r f e c t c u p o f c o l d b r e w w h e r e v e r y o u a r e w i t h o u t g o i n g t o g r e a t l e n g t h s . G o n e a r e t h e d a y s o f s e a r c h i n g f a r a n d w i d e f o r t h e p e r f e c t b e a n s a n d t h e n w a i t i n g , f o r w h a t f e e l s l i k e d a y s , f o r y o u r c o l d b r e w t o b e a t i t ’ s p r i m e ; W e h a v e d o n e i t f o r y o u . W e c u s t o m r o a s t e v e r y o u n c e o f c h a m e l e o n c o l d b r e w f o r m o r e t h a n 1 6 h o u r s t o c r e a t e a d e l i c i o u s , s m o o t h , h i g h l y c a f f e i n a t e d , l e s s a c i d i c , a n d d a r e w e s a y p e r f e c t , b o t t l e d c o f f e e . S o l e a v e a l l o f t h e h a r d s t u f f t o u s , y o u s h o u l d j u s t b e s i p p i n g c o f f e e .

IT DOESN’T HAVE TO BE THAT HARD C l i m b i n g M t . E v e r e s t s h o u l d b e h a r d b u t c o f f e e s h o u l d n ’ t . C h a m e l e o n c o l d b r e w c o f f e e m a k e s i t e a s y f o r y o u t o h a v e t h e p e r f e c t c u p o f c o l d b r e w w h e r e v e r y o u a r e w i t h o u t g o i n g t o g r e a t l e n g t h s . G o n e a r e t h e d a y s o f s e a r c h i n g f a r a n d w i d e f o r t h e p e r f e c t b e a n s a n d t h e n w a i t i n g , f o r w h a t f e e l s l i k e d a y s , f o r y o u r c o l d b r e w t o b e a t i t ’ s p r i m e ; W e h a v e d o n e i t f o r y o u . W e c u s t o m r o a s t e v e r y o u n c e o f c h a m e l e o n c o l d b r e w f o r m o r e t h a n 1 6 h o u r s t o c r e a t e a d e l i c i o u s , s m o o t h , h i g h l y c a f f e i n a t e d , l e s s a c i d i c , a n d d a r e w e s a y p e r f e c t , b o t t l e d c o f f e e . S o l e a v e a l l o f t h e h a r d w o r k t o u s , y o u s h o u l d j u s t b e s i p p i n g c o f f e e .

IT DOESN’T HAVE TO BE THAT HARD R u n n i n g f r o m b u l l s s h o u l d b e h a r d b u t c o f f e e s h o u l d n ’ t . C h a m e l e o n c o l d b r e w c o f f e e m a k e s i t e a s y f o r y o u t o h a v e t h e p e r f e c t c u p o f c o l d b r e w w h e r e v e r y o u a r e w i t h o u t g o i n g t o g r e a t l e n g t h s . G o n e a r e t h e d a y s o f s e a r c h i n g f a r a n d w i d e f o r t h e p e r f e c t b e a n s a n d t h e n w a i t i n g , f o r w h a t f e e l s l i k e d a y s , f o r y o u r c o l d b r e w t o b e a t i t ’ s p r i m e ; W e h a v e d o n e i t f o r y o u . W e c u s t o m r o a s t e v e r y o u n c e o f c h a m e l e o n c o l d b r e w f o r m o r e t h a n 1 6 h o u r s t o c r e a t e a d e l i c i o u s , s m o o t h , h i g h l y c a f f e i n a t e d , l e s s a c i d i c , a n d d a r e w e s a y p e r f e c t , b o t t l e d c o f f e e . S o l e a v e a l l o f t h e h a r d w o r k t o u s , y o u s h o u l d j u s t b e s i p p i n g c o f f e e .

“Trying to lick your elbow is hard,”

“Chameleon cold brew,” “Doesn’t have to be.”

“ Finding a coffee that is cold brewed for 16 hours to ensure rich flavor and low acidity,”

“We know that.”

“It doesn’t have to be that hard.”

T h e c o n c e p t f o r t h i s v i d e o i s t o d e p i c t s o m e o n e i n o u r p r o d u c t ’ s t a r g e t g r o u p  s t r u g g l i n g t o l i c k h i s e l b o w , a n o b v i o u s l y h a r d t a s k t o a c c o m p l i s h . A f t e r t h e v i d e o a n d t h e a u d i o , a f r o z e n i m a g e o f t h r e e b o t t l e s o f t h e p r o d u c t a n d a l i n e t h a t s a y s : “ I t d o e s n ’ t h a v e t o b e t h a t h a r d , ” w i l l a p p e a r .

T h i s o b s t a c l e c o u r s e i s a n e x p e r i e n t i a l e v e n t s e t u p i n Z i l k e r P a r k d u r i n g A C L a n d o t h e r m u s i c f e s t i v a l s a s o u r t a r g e t a u d i e n c e a t t e n d t h e s e e v e n t s . T h e o b s t a c l e c o u r s e w o u l d b e s o m e w h a t c h a l l e n g i n g i n o r d e r t o c o n v e y t h a t g o i n g t h r o u g h a n o b s t a c l e c o u r s e i s h a r d , b u t f i n d i n g a c o l d b r e w e d c o f f e e b r e w e d f o r 1 6 h o u r s d o e s n ’ t h a v e t o b e . T h i s w i l l b e m a d e c l e a r a t t h e e n d o f t h e o b s t a c l e c o u r s e w h e n t h e r e i s a r e a d y t o d r i n k C h a m e l e o n C o l d B r e w a l o n g w i t h a s i g n w i t h

o u r t a g l i n e : “ I t d o e s n ’ t h a v e t o b e t h a t h a r d . ” T h o s e w h o c o m p l e t e t h e o b s t a c l e c o u r s e w i l l b e g i v e n a f r e e d r i n k , a n d o t h e r s w i l l h a v e t h e o p t i o n t o p u r c h a s e . T h e r e w i l l b e b r a n d a m b a s s a d o r s t h e r e t o i n t e r a c t w i t h t h e p e o p l e t o t e l l t h e m t h e k e y p o i n t s : b r e w e d f o r 1 6 h o u r s , r i c h e r f l a v o r , a n d l o w e r a c i d i t y . T h e y w i l l a l s o l e t p e o p l e k n o w w h e r e t h e p r o d u c t c a n b e p u r c h a s e d . T h i s w i l l c r e a t e a b u z z a n d g e t p e o p l e i n t e r e s t e d i n t h e b r a n d .