Instabrew is a brand of innovative coffee and tea-based products made for busy people on-the-go. Their unique coffee comes in a conveniently compact, cube-shape that relieves beverage drinkers from the hassle of brewing coffee or tea on their own and potentially making a mess. Moreover, it’s the perfect alternative for individuals who are constantly out on the go. They also pride their products for being naturally flavored and sweetened with panela sugar derived from sugar cane which contain higher levels of vitamins, minerals and antioxidants as compared to sugar. So not only is Instabrew leading in innovation in the coffee and tea industry, it’s also been making strides to ensure that coffee and tea become more substantial for the average consumer.
Instabrew needed publicity to create more buzz and awareness for their new, innovative product. Creating more buzz around their product can easily translate to sales and growth for the brand. Being a trailblazer, it’s natural for any brand to struggle with gaining steam. By utilizing PR and securing opportunities in national, regional and local media, the brand can achieve the notoriety they desire to grow and be marked as a leader in their market for innovation.
Publicity For Good approached this strategically by highlighting the many unique aspects of Instabrew as well as tell their specific brand story. By capitalizing on offering better-than-coffee and tea alternatives that are more convenient, Instabrew can effectively position itself as the perfect alternative for busy people wanting a constant supply of coffee or tea for their hectic lifestyles. It was important to utilize national, regional and local media as well as product samples to build credibility around the brand and raise awareness around its products. Being a new brand, it was critical that we prepared for National Coffee Month for product launches to get huge exposure from national coverages.
We were able to secure a total of 19 media opportunities in a variety of media outlets for Instabrew, 22 of which are already live. These outlets include major and minor publications such as CNBC, Yahoo!, Yahoo! Finance, Patch, ABC News, ABC7 Chicago and New York, Before It’s News and many more. These features were able to achieve a total reach of over 17.68 billion media impressions. We were also able to send out a total of 18 product samples to a variety of channels including major and minor publications as well as key influencers for reviews and product features to build rapport with the brand’s target audience.
These efforts and the accumulated reach effectively built awareness around Instabrew and its unique product. By building on awareness and creating credibility, it’s more likely that consumers will patronize the brand once they get acquainted with Instabrew and the convenience it offers.
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