Wake Up and Snack: Kashi’s Bear Naked Granola Takes Over Coffee Shops with Coffee Sleeves
To promote its Bear Naked Granola, Kashi launched a creative and highly targeted campaign using coffee sleeves at coffee shops in north San Diego and Bentonville, Arkansas. By integrating their message into coffee drinkers’ daily routines, Kashi effectively reached health-conscious consumers during prime moments—while enjoying their morning coffee.
Campaign Overview
The campaign placed customized coffee sleeves featuring Kashi’s Bear Naked Granola branding and a QR code linked to a discount coupon in coffee shops across the targeted areas. The coffee sleeves served as a direct connection between consumers and the product, offering a blend of convenience and promotion in a context that felt natural and relatable. The campaign aimed to create intrigue and encourage consumers to explore Kashi’s granola offerings while redeeming the discount.
Engagement and Metrics
The inclusion of a QR code and a discount coupon enabled Kashi to track the campaign’s effectiveness by monitoring how many consumers redeemed the coupon. With compelling visuals and the added benefit of a discount, coffee shop patrons were drawn to the product, prompting an increase in engagement. The campaign garnered an estimated 1.5 million impressions, with a CPM ranging between $4 and $5, making it a cost-efficient method of raising brand awareness and driving product trials.
Key Benefits
Seamless Consumer Engagement: By integrating their message into coffee shop environments, Kashi reached potential consumers in moments of downtime, creating a perfect opportunity for engagement.
Trackable Impact: The use of a QR code and discount coupon allowed Kashi to track both consumer engagement and conversion rates, providing valuable data on how the campaign directly influenced sales.
Localized Targeting: Targeting specific regions like north San Diego and Bentonville, Arkansas, allowed Kashi to focus its efforts on key areas known for health-conscious consumers, ensuring the message resonated with the right audience.
Kashi’s clever use of coffee sleeves to promote Bear Naked Granola successfully combined consumer convenience with an engaging, trackable promotion. This innovative campaign demonstrates the effectiveness of using in-hand media in familiar settings to create a meaningful connection with consumers while driving product awareness and sales.
