The Peet's coffee chain has just started the market. is it too late to do the market now?

This past October, Peet's Coffee & Tea, which attracted a lot of attention because of its acquisition of boutique coffee "intellectual" and "Tree Pier City", continued to speak. It has launched a set of ads for the upcoming Christmas, which will be broadcast on social networks, television and radio in cities such as Washington and Chicago.

There are seven advertisements in this group called "the handcrafted holiday" with different styles. There is the skill of focusing the camera on the barista, as well as the coffee produced. Others directly photographed the coffee beans and used them to pose as animals. In fact, the beans shown in the ad are specially baked by Peet's for Christmas, also known as Christmas beans. In fact, many boutique coffee brands have this habit. By investigating, combining and then adjusting the roasting degree of coffee beans from different places of origin, they develop a special flavor bean and launch it during the Christmas season.

"We seldom acted in the market before." Tyler Ricks, head of marketing at Peet's, said, "through this ad, we want to celebrate, to express leisure, and to put the spirit of the brand through it." In July this year, the decades-old brand launched its first advertisement. The film is half a minute long and introduces its summer ice drop coffee and a new product called "The Black Tie". The most immediate driver behind the ad is its cumulative revenue growth of $2 billion since it was acquired by JAB, a German investment group, in 2012, and it has expanded its stores in California and Washington.

This year, Peet's has spent $1 million on advertising and marketing, which is nothing compared to the larger coffee chains such as Starbucks and Donndole, but it's a big change of strategy for Peet's. And 2016 is the 50th anniversary of Peet's, founded in Berkeley, Calif., and they certainly don't want to miss this marketing opportunity.

Source: curiosity Daily