Eight O'Clock Coffee Reveals ‘Redress’ New Look

Aug. 15, 2013

Eight O'Clock® Coffee, America's original gourmet coffee since 1859, is stepping up its style with a momentous brand refresh this summer, according to the company. With modern, sleek red packaging, tasty new varieties and new consumer communication to be featured on air, online and on the runway, Eight O'Clock Coffee will be taking to the coffee aisle with a fresh new look this season. It’s kicking off this occasion with four new ground coffee varieties, including African Plains, Caramel Macchiato, Dark Chocolate Cherry (seasonal) and Cinnamon Bun (seasonal), all made with carefully selected, high quality, 100% Arabica beans. Additionally, a new whole bean 100% Arabica variety, Central Highlands, is sourced from the mountains of Central America and Rainforest Alliance Certified. The new varieties and sleek, bold red bags that pay homage to the brand's vintage packaging are available at limited stores now and will be rolling out nationwide over the next two months.

"We have been expertly crafting high-quality coffee for our consumers for more than 150 years," said Alisa Jacoby, director marketing, Eight O'Clock Coffee, in a prepared statement. "The Eight O'Clock Coffee brand 'redress' is a celebration of our beginnings and a look into the future as we continue to stay relevant in the coffee aisle. All of these new brand choices – both inside and out of the bag – were inspired by our consumers who continue to be the most important influence behind our ever-evolving brand."

After a seven-year hiatus from television advertising, Eight O'Clock Coffee will debut a new campaign, showcasing the redressed packaging and celebrating the coffee enthusiasts who "put coffee first." The campaign will debut on Sept. 22 during the Emmy Awards broadcast.

For the first time, Eight O'Clock Coffee will also be taking to the runway with an integrated presence at fashion showcase STYLE360 during New York Fashion Week 2013 where designers will showcase handbags inspired by Eight O'Clock Coffee's new red bags: The Red Bag Collection in support of Dress for Success.

The Eight O'Clock Coffee brand refresh will be further supported by in-store initiatives and other consumer facing activity.


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