EOC wanted my team to explore ways of marketing and launching a new kind of coffee.  The ideas had to convey the differences that these new coffees had.  That they were blended with extras to enhance different parts of your day. There were two blends at first with another 3 more flavors coming out 6 months after the launch, so the ideas needed to be scalable without losing the core communication or look. My team knew the coffee category was pretty boring. So, we took a chance and developed something not seen in the category. Bright and colorful, piercing eyes to draw the consumer in. We never thought the client would go for it.  But they did. So much that they wanted to expand awareness with the look. So the team developed a mobile sampling tour. Check out the video below. Also shown is what the next phase of the launch would look like with the five flavors.