It’s been about a month since Star Wars: The Force Awakens opened in theaters, but the mania – much like the Force itself – is strong with this one. That’s true with fans and with brands, many of whom seem to be genuine fans. Brands like Coffee-Mate. That’s right, the non-dairy, flavored creamer launched a limited-time line of Star Wars-themed flavors in character packaging that is spot-on, down to the cleverest UPC symbols I’ve ever seen.
The packaging is fantastic. But does the promotion make sense for the brand? Well, let’s start with potential audience: the consumer anticipation for the latest Star Wars film was unequalled, and the movie broke all sorts of audience records at light speed. Add to that the number of Coffee-Mate users – apparently 1 in 5 cups of coffee in the US have Coffee-Mate in them – and the shaded area of the Venn Diagram would make most marketers drool. Top it off with the collector appeal of bottles that won’t be on the shelves for very long, and it seems like a recipe for brand-partnership success.
Ultimately, a successful campaign is one that brings about success for the consumers. And I’m sure many coffee drinkers are enjoying combining two of their favorite things: their daily coffee and their intergalactic obsession. Coffee-Mate is bringing more joy to their fans, current and new. As one small green muppet of a Jedi might say, “Elevate their brand with this promotion, Coffee-Mate did.”
~ Denise Blasevick, @AdvertGirl & CEO, The S3 Agency
