illycaffè takes Tik Tok coffee break, Starbucks barista time travels in China, Nespresso shows its can-do attitude and Cumulus on cloud nine after cold capsule machine launch
illycaffè’s Coffee Break is Launching on TikTok, Instagram and YouTube Shorts | Photo credit: Daiga Ellaby
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illycaffè launches Coffee Break digital series to boost brand awareness in the US
Italian coffee roaster illycaffè is seeking to boost brand awareness among young US coffee consumers with its first digital content series, Coffee Break. Launching on TikTok, Instagram and YouTube Shorts, the series will feature seven 90-second episodes in which high-profile individuals and businesses across the US explain their connection with illy. Hosted by chef and social media personality Maddy DeVita, the series will feature Paige Lorenze, founder of fashion and lifestyle brand Dairy Boy, and New York Mets baseball player Luis Severino, as well Chicago-based United Airlines and Warren Street Hotel.
Starbucks China releases its first micro-drama series
Starbucks China has released a six-episode micro-drama series. I Opened a Starbucks in Ancient Times follows a fictional Starbucks employee who finds himself transported ancient China and decides to open a Starbucks store, complete with its own seasonal menu and horse-driven delivery service. Micro-dramas have a become a popular marketing tool for large brands in China, with QSR giants McDonald’s and KFC also releasing their own branded content. According to the ‘2024 China Advertiser Marketing Trend Survey Report’, the number of micro drama episodes registered for production in the first half of 2024 rose by 16% year-on-year, with 45% of advertisers incorporating micro dramas for advertising placement.
Nespresso North America launches first RTD coffee
Coffee pod giant Nespresso has launched its first ready-to-drink (RTD) coffee product in a bid to tap into growing demand for on-the-go coffee in the US. The limited-edition Master Origins Colombia RTD coffee will be available exclusively in the US from 2 October 2024 from select Nespresso Boutique outlets and online. The RTD launch is the latest move by Nespresso to diversify its US business and comes six weeks after the company ventured beyond coffee for the first time with a new range of honey and honey-based syrups.
The Cumulus Coffee Company brings cold coffee capsule concept to market
New York-based The Cumulus Coffee Company has officially launched its premium cold coffee capsule machine in the US. The $695 machine is designed to serve a 10oz cold brew, nitro cold brew and cold espresso in seconds without the need for ice or a nitrogen tank. Founded by former Starbucks executive Mesh Gelman and backed by the US coffee chain’s former Chairman and CEO Howard Schultz, Cumulus has also unveiled a range of eight fully recyclable aluminum coffee capsules, all specifically roasted for cold brewing.