Community Coffee, the nation’s No. 1 family-owned retail coffee brand, just launched its first brand spot created and produced by its new creative agency of record, Baker & Bonner Creative Emporium. The new ad, called “Bustin’ Loose,” is a 30-second spot that supports Community Coffee’s new Dark & Bold blend. The spot is now running on local and national TV.
“Bustin’ Loose” aims to connect with dark roast coffee drinkers who may not yet be aware of Community Coffee’s darkest blend to date. The spot opens on a city scape in the early morning hours where a rooster is perched on a rooftop. As he belts out his morning wake-up call walking from rooftop to rooftop, neighbors’ lights begin to trickle on along with their coffee makers. Dozens of other chickens join in the early morning celebration grooving along rooftops throughout the city. The spot is fittingly paired to a cover of Chuck Brown and The Soul Searchers’ well-known 1979 hit song, “Bustin’ Loose.” The ad ends with, “Mornings are Coming on Strong.” Community Coffee positions itself as the go-to dark roast coffee brand to start the day right.
To view the spot, click here
“We wanted to create a memorable spot that truly captures the spirit and craftmanship of our unique Dark & Bold blends,” said Leah Herrington, Executive Vice President, Sales and Marketing at Community Coffee. “The new creative that the Baker & Bonner team developed was beyond our expectations. We think “Bustin’ Loose” will connect well with coffee lovers of all kinds and get people up and moving in the morning like never before.”
According to the National Coffee Association’s recent specialty coffee report from May 2021, millennials are the largest group of coffee drinkers currently. Some 44 percent of total coffee drinkers prefer dark roast and drink nearly 2.7 cups of coffee a day.
“Community Coffee has an incredibly rich history – more than 100 years of producing delicious coffee that people have come to rely on as part of their early-to-rise morning start,” said Rob Baker, co-founder and CEO of Baker & Bonner Creative Emporium. “We liked the idea of celebrating that with a funk-fueled wake up song to start the day. Chuck Brown and The Soul Searchers leant their classic song to our rooster, and Jimmy and I just let happen, what needed happening.”
The spot’s executive producers were Ed Koenig and Melody Alexander and directed by Michael Gregory through The Mill. Music licensing and the cover song were handled by Shindig Music. There are 15-second and 06-second version ads that will be running across BVOD, online video, socials and owned channels, including in-store. Media planning and buying was handled by T2 Media.
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