CHALLENGE:

Jazzybird is a unique product in an increasingly crowded gourmet beverage market: high-quality, quick-frozen espresso shots used to brew up exceptional Americanos, cappuccinos or lattes in the consumer's own microwave. We were given an opportunity to build the brand from the ground up, including identity, packaging, retail merchandising and more.

STRATEGY:

As with many start-ups, Jazzybird had ambitious goals but limited marketing and branding funds. Our first task was to create strong freezer shelf appeal by developing the playfully nostalgic but polished logo and packaging. (We even turned the packaging box inside-out, printing on the inside [kraft] surface of the paper to enhance the vintage feel.) The complete promotional package was based on the unique Jazzybird logo and included grocer sell-in collateral, t-shirts and even freezer wraps to boldly announce to new product. We helped support the product's in-store presence with an informational website.

RESULTS:

The MESH team helped ensure a successful launch by generating solid buzz with the coveted 20-35 year-old coffee-loving demographic. Current sales have solidly weathered the economic downturn. Each new geographic market that Jazzybird has approached has enthusiastically accepted the product. And both grocers and consumers have responded favorably to the product packaging.