100,000 samples behind a US beverage launch
US product launch campaign for Boss Coffee featuring street team activations, sampling events, and brand awareness campaigns in key urban markets. College Marketing Co. built the Boss Coffee launch around three coordinated service lines: street team activations to put the brand in front of people in high-traffic areas, sampling events to get product directly into consumers' hands, and broader brand awareness campaigns to extend reach beyond the sampling footprint itself. Denver, Colorado anchored the launch market, giving the campaign a concentrated urban base to build initial trial and visibility before the brand pushed into retail. The street team and sampling components worked together by design. Street teams generated foot traffic and attention in dense pedestrian corridors, while sampling events converted that attention into hands-on product trial, the combination that experiential launches rely on to move a new beverage brand from unknown to recognized in a single market. That structure supported over fifty logged launch events and more than one hundred thousand samples distributed to consumers. The launch also coincided with retail placement growth, with Boss Coffee reaching over one thousand retail points during the campaign window. Pairing street-level sampling with expanding retail availability meant that consumers who tried the product during an activation had a real path to finding it on shelves shortly after, reinforcing the launch rather than existing as a standalone marketing moment.
Campus & Student Marketing
Beverage
2024