How do you launch a new one-for-one product without talking about the product or its social benefit?
That’s exactly what we did for TOMS Roasting Co.
Compared to shoes or sunglasses, purchasing coffee is a frequent thing - often a daily decision. As it turns out, science tells us that we make about 612 conscious decisions per day.
So we focused on the context of the decision to choose a brand of coffee within someone’s day, asking our audience the question, “Would you change one of your 612 daily decisions to help change a life?”
Our social campaign kicked off with a teaser followed by an anthemic intro video, evolving into a 5 week campaign that crescendoed at Blake Mycoskie’s SXSW keynote speech.