Next month sees independent challenger brand CafePod Coffee Co. relaunch with a bold, exciting new identity, range extensions and a multi-channel marketing campaign throughout 2018 to support its vision to build a coffee SUPERBRAND.
CafePod Coffee Co. was founded in London in 2011 by two South African hedge fund executives, Peter Grainger and Brent Hadfield, when they found the take-home coffee market staid and lacking in innovation. Fuelled by the desire to help consumers replicate their outof- home coffee experience with athome products, they embarked on a mission to revitalise the sector and launched the UK’s first Nespresso compatible pods to become available in supermarkets. Fast forward to 2018, the company is now the supermarket leader in the category; in a sector it sets to shake up even further.
To catapult the growth and success of CafePod Coffee Co.’s relaunch, the company has bolstered the senior team to help drive the relaunch. Steve Clarke, formerly of Genius Foods and Nestle, joined earlier this year as Marketing & Innovation lead, whilst Andy Weston-Webb, with a 25 year strong career across Mars, Birds Eye and Nomad, joined in April as Non- Executive Director. The new hires signal CafePod’s ambition to accelerate its fast-growing business, with a fresh and creative approach to disrupt what they consider to be a “tired UK take-home coffee market”.
CafePod’s new brand identity, which uses a chevron motif and a colour-palette that is the antithesis of the take-home coffee market, will give supermarket aisles an exciting makeover this summer. In terms of NPD, the relaunch will see a range extension into coffee beans and ground coffee across their entire range including the popular Livewire, Supercharger and Intense SKUs. It will also celebrate CafePod’s constant innovation with their 6th generation coffee capsule – which benefits from an improved crema, better barrier qualities and improved freshness, with an impressive 5.5g of ground coffee per pod to achieve unrivalled strength.
In addition to the existing core strength focussed range, CafePod will launch a distinctive new range, listings for which are expected from July. Designed to capture the vibe and buzz of some of the world’s most exciting cities and their coffee cultures, the range will launch with an initial four SKUs – Las Vegas All In: Sin City Roast, Brooklyn Hustle: Bottomless Brunch Blend, Tokyo ‘Till Dawn: Karaoke Long Drip and Havana Revolution: Smoky Rum Roast. The four SKUs will be available across pods, ground and whole bean.
Consumer & lifestyle PR agency See.Saw Communications has been hired to manage the launch, retained press office, creative campaigns and influencer outreach, with Alpha Century appointed to develop a creative campaign for the brand, set to launch in Q4. AMS will be handling all media.
Peter Grainger, Co-Founder and Owner, comments: “2018 sees our biggest year ever and we’re only accelerating as we evolve into a true coffee company with the launch of coffee beans and ground coffee. We plan to innovate and challenge existing brands across all coffee formats across the tired take-home coffee market. Challenging the status quo and not being afraid to take on the big industry players is part of our DNA and behind everything we do.”
The rebrand took effect in June 2018, with the new city-inspired coffees launching in July 2018.