The Ask :
Bring an adaptogenic coffee to market that supports the work force.
The SITUATION :
Regular coffee isn't healthy and often leads to an energetic crash, but consumers aren't familiar with adaptogenic benefits, so how do we present this product?
The Opportunity :
Coffee has changed, so has the work force. They want a smoother ride during their work day.
THE STRATEGY :
Be the Coffee that balances out the stress levels of any work day.
The Solution :
Introduce and grow Work Coffee in the holistic co-working space that WeWork offers incrementally across the U.S.
Educate and De-stress consumers with an ad campaign that resonates with the supportive and motivating every-work-day lifestyle brand.
The Strategic Process
The Research :
BRAND AUDIT :
Work Coffee is a new Brand. It's identity is structured in its core values, and in the name itself.
We researched the three waves of the development of Coffee Culture and saw how it has become a complete experience over time.
THE INDUSTRY :
THIS IS WHAT COFFEE CULTURE LOOKS LIKE :
THIS IS WHAT WE REALIZED :
ADAPTOGENS REGULATE THE SEVERITY OF STRESS RESPONSES.
A TRAINED HERBALIST EXPLAINED THAT WHEN COMBINED WITH COFFEE, THE ADAPTOGENS GOGI BERRY AND FO-TI ROOT SMOOTH OUT BURST OF THE ENERGY YOU GET WHEN YOU DRINK A GREAT CUP OF COFFEE. IT ALSO PROVIDES YOU WITH CLEARER FOCUS, WITHOUT TAKING AWAY FROM THE FLAVORS IN COFFEE THAT YOU'VE ALWAYS ENJOYED.
COMPETITIVE MARKET :
The competitive market for Adaptogenic Coffee and other healthier coffees is few and far between, offering an opportunity to take a stake now to grow to become one of the leaders in healthy coffee.
The McKays are a personification of our target audience for Work Coffee. They, like the other young entrepreneurs we spoke to at both Gather in Richmond, VA and WeWork in Washington D.C., were familiar with Adaptogens, but not as the name Adaptogen. Across the board we were hearing from our surveys that this term hadn't gotten much traction in the market yet.
THE PRODUCT CONCEPT :
THESE THREE TRUTHS LEAD US TO OUR PRODUCT CONCEPT :
THE RECOMMENDATIONS :
We went with something light and full of breath, just as our coffee will be a healthier choice that continues the flow of your work day seamlessly.
The names of our coffees, "Accelerator" and "First Mover", resonate with the start-up mindset of our target consumer and evoke the sense that this coffee will help you accelerate and make the first move in your work day.
Work Coffee is here to support the work force.
WeWork is the perfect place to grow THE Work Coffee BRAND.
The two companies core values align.
WeWork has over 250,000 members in offices across the globe, in over 345 locations in 65 cities, all of whom are solo entrepreneurs, small teams, start-ups, and even corporate companies that are buying entire WeWork offices to work from.
Within reach of these members are between 1 and 4 Million clients, all of whom will potentially have a cup of coffee when meeting.
The demographic is interested in health and wellness, and looking to work smarter so that they can create the optimum performance experience to drive more success in their business.
On top of that, they love supporting startups, just as WeWork does - and is.
Not to mention, the brand names of both companies are connected, making Work Coffee an automatic extension of a high quality brand in the eyes of the consumers, right from the beginning of its introduction into the kitchens at WeWork.
This ad bundle was designed to expand the Work Coffee brand voice into the physical workspace at WeWork.
Work Coffee has a humorous, light-hearted and supportive voice that encourages the work force.
The bundle swag offers subtle nods to the perils of stress that the adaptogenic coffee reduces when enjoyed throughout the day,
and if its not enough, have an Asprin on us.
AD BUNDLE PRICE POINTS :
4TH PHASE OF SCALING TO OTHER CO-WORKING SPACES:
HOW TO INTRODUCE THE PRODUCT INTO THE MARKET :
The four phases of introducing Work Coffee begins with heavy R&D Testing to assure that the quality of the mixture of Adaptogens in the Work Premium Coffee blend provides the optimum balance of energy from the caffeine, and the curve of sustainability from the fo-ti root and gogi berry.
The initial testing grounds will be in NYC at 10 of the WeWork locations, and expand from there into 120 WeWork locations in five major cities including New York,NY , Austin,TX, Chicago, IL, SF Bay Area and Los Angeles.
The third phase will expand the product across all U.S. WeWork locations, and finally into co-working spaces outside of WeWork once they have championed and inspired others on the path of successful start-ups methodologies.
These pricing models explain that including the coffee, the Gogi berry, and the fo-ti root, the Work Coffee blend's price point is comparable to other premium coffee blends such as Starbucks.
WORK COFFEE WILL BE ON OF THE NEXT WAVE OF COFFEE - A COFFEE THAT OFFERS A BALANCING EFFECT WITH ITS ADAPTOGENS - PROTECTING AGAINST THE HARSHENERGETIC RUSH FROM NORMAL COFFEES.
YOU'LL NO LONGER HAVE TO WORRY ABOUT THE GITTERS AND CRASHING FROM THE BOLD COFFEE FLAVOR THAT KEEPS YOU WORKING STRONG THROUGHOUT THE DAY.
Primary & Secondary Research