Boyd’s Coffee
It was time for this legacy brand, with more than a century of West Coast equity, to evolve and be relaunched as a national flagship.
When Farmer Brothers invested in a major SKU rationalization and brand-portfolio makeover, leadership knew the evolution could throw its sales force and customers for a loop.
So, the company’s marketing team partnered with NewPoint to bring its brands into sharper focus for both internal and external audiences. They started with what would become Farmer Brothers’ new flagship premium coffee brand.
NewPoint went to work finding the nexus between Boyd’s coffee, a 122-year-old fixture on the West Coast, and today’s mosaic of coffee drinkers across America.
In that mosaic was a “coffee achiever” who was ideal for the Boyd’s offering. At that point, the team evolved the brand for a new national audience, while holding to what would remain familiar to Boyd’s regional native fanbase.
Key to that evolution was a robust channel-marketing plan. The plan included a B2B campaign for operators, with a B2C component for their customers. This would support both a push and pull-thru marketing approach.
Most important were the components that would make sure sales understood what’s changing and why. In addition, it would arm them with a sales pitch customized for each channel audience.
Want to learn more about this project?
Take a deep dive on our blog page: B2B Marketing Case Study: Coffee Brand Relaunch
Project Components:
• Market Research • Consumer Persona Research • Operator & Consumer Survey Development
• Sales Team Interviews • Consumer Brand Development • B2C and B2B Campaign Development
• B2B Sales Launch Strategy • B2B Marketing Launch Strategy • Foodservice Packaging Design
• Channel POS Design • Inside Sales Support • NRA Trade Show Design