Joffrey’s Disney Coffee Reaches Retail
First national campaign for the brand leans heavily on social media efforts
Tampa, Fla. — For the first time, the coffee brewed and served throughout the Disney resorts will be available on grocery shelves this fall. Joffrey’s Coffee & Tea Co., the official specialty coffee of Walt Disney World, Disneyland, Disney Vacation Club and Disney cruises since 1994, will launch three brews anchored by a social-driven marketing campaign with in-store support through the rest of the year.
“This is our first national retail campaign that we are doing,” says Ted Abrams, Joffrey’s CEO. “It will be in every major grocery chain throughout the country. Up to this point, the only place you could find these coffees in a retail bag form was on our website.”
Abrams says they also will be looking at e-tailers such as Amazon. The three packaged coffees include a new, unreleased blend in honor of the 90th anniversary of Mickey Mouse. The brand’s top-selling Disney French Bistro dark roast is also available, as well as the Disney Organic Peru Alto Mayo blend that is fair trade and organic, farmed using sustainable methods in a protected area of the Amazon rainforest. That blend is tied to Disney’s work with Conservation International to protect against deforestation of the rainforest.
Inside grocery stores, which Abrams says will number in the thousands, a shipper display with interchangeable header cards for each of the three packaged coffees will create initial interest. The campaign will utilize social media and likely radio. “Especially if you look at the target market we’re going after, they’re more geared toward social media-type advertising,” he says.
While the campaign and the coffees are targeting anyone who has an affinity for the brand, and Disney does have broad appeal, Abrams says there is a specific focus on young mothers, older Millennial moms to Gen-X moms. In addition to Joffrey’s efforts, the coffee will be included in Disney’s national marketing to celebrate 90 years of Mickey.
Social Forces, a Tampa, Florida-based social-first customer marketing agency, is handling the social execution. Each of the three products has a vignette or longer-format video piece done as well as static images shared on Facebook and Instagram, says Social Forces’ Ari Rothman, vice president, accounts and marketing services. There is also a radio script planned for Pandora and other digital platforms and shopper-specific programs to support retail partners.
Rothman says the social strategy needs to be big and full of legs. “Through video and still images, we’ll show a family’s excitement for Mickey Mouse and his big milestone through some warm, authentic interactions,” he says. “We’ll help share how these families create a new moment with an old memory.”
The social campaign will focus on three main goals: buzz and excitement, awareness and driving purchase intent. “Coffee is a very personable item anyway to consumers,” Abrams says. “When you marry that up with the emotional sense that Disney provides their guest, and what the guest has while they’re there, it’s a perfect combination.”
Being its first national campaign, the goal for Joffrey’s is to get these three coffees into the hands of consumers, particularly those looking to relive their Disney experience. Going forward, the long-term goal is to have all of Joffrey’s Disney-related coffee varieties in a retail-type setting.
In total, there are 25 different co-branded Disney coffees that are served in more than 20 locations throughout the Disney properties. There are some Disney-operated Starbucks locations and independents such as Ghirardelli that sell coffee, but Joffrey’s is the official specialty coffee sold in the Disney restaurants, hotels and on the premises.
Joffrey’s started in 1984 as a roaster with coffee shops in Florida. As the legend goes, a Disney executive went into a shop in the Hyde Park neighborhood of Tampa and loved the coffee, sought out the brand, did a test with a cart at Typhoon Lagoon in Disney World, and the rest was history.
BRAND: Joffrey’s Disney Specialty Coffee Collection
KEY INSIGHTS: Joffrey’s has been the official specialty coffee of Disney resorts since 1994. Disney has broad appeal. The target market – including young mothers, older Millennial moms and Gen-X moms – is geared toward social media-type advertising.
ACTIVATION: To create excitement and awareness and to drive purchase, the brand has shared vignettes or longer-format videos as well as static images on Facebook and Instagram. Additionally, a radio script was planned for Pandora and other digital platforms, and shopper-specific programs to support retail partners. In stores, thousands of grocery stores will carry shipper displays with interchangeable header cards.