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Déjà-Brew.

EXECUTIVE SUMMARYEight O’Clock Coffee has been around as a quality choice of coffee since 1919. However, the brand is not as recognizable to younger coffee drinkers. Royals Advertising has taken on the challenge to bring back Eight O’Clock Coffee in the minds of consumers.

OVERVIEW Our campaign will effectively reach our tar-get market, women ages 35-54, and second-ary target market, woman ages 24-34. These women have heard or seen Eight O’Clock Coffee, but view it as a brand of the past. Royal’s “DejaBrew” campaign will bring back the brand while relating to our target market. Our ads will be seen in magazines, online, and out-of home.

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TABLE OF CONTENTS

1 EXECUTIVE SUMMARY2 AGENCY STRATEGY3 HISTORY4 ENVIRONMNETAL5 COMPETITOR6 SWOT ANALYSIS7 OBJECTIVES AND BUDGET9 RESEARCH11 BRAND VALUE PROPOSITION12 TARGET MARKET PROFILES14 CAMPAIGN STRATGEGY15 BIG IDEA16 CREATIVE STRATEGY17 EXECUTIONS20 CREATIVE TESTING RESULTS21 MEDIA OBJECTVIES&STRATEGY22 MEDIA CHOICES25 MEDIA SCHEDULE26 MEDIA BUDGET27 BRAND ACTIVATION30 EVALUATION32 CREATIVE BRIEF33 PROFILES35 END NOTES

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BaronReseach

Duke Creative Brainstorm

Princess Manufacture

PrinceFinalize

Queen Implement

King Critique

We’ve never seen a diamond in the flesh, but we know good advertisements when we see them. Here at Roy-als Advertising Company, we strive to make all of our clients’ ads rule over their competition. We were found-ed in 2002 by Lorde Barrington as a full-service agency and ever since then, we’ve treated every customer as a “Queen Bee”; making sure all their needs are met. Our advertising plans are unique and create a different kind of buzz in the industry. And everybody that knows us knows, we’re fine with this, it gives our clients the edge. We don’t embellish in all of the luxe that the big adver-tising firms usually do because we care about keeping our costs down for our customers while still providing the best quality possible. Pleasing the customer runs in our blood and with Royals Advertising Company, we’ll let you live your fantasy.

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for ideas that reign

HISTORYIn 1859, The Great Atlantic & Pacific Tea Company (A&P) started selling their own brand of whole coffee beans. In 1919, this brand became known as Eight O’Clock Coffee. The name came from a survey that A&P did which revealed that most Americans drank their coffee at 8 a.m. and 8 p.m. By 1930, the brand became the most popular brand of coffee in the USA and remained in that position until the 1950’s when A&P start-ed closing many of their stores and began leaving the U.S. mar-ket. In 2003 the brand started selling ground coffee, but at that time the brand was in the process of changing ownership and eventually ended up in the hands of Tata Global Beverages in 2006. In August of 2013, the Eight O’Clock Coffee rebranded to resemble their initial “vintage” look.

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ENVIROMENTAL ANALYSIS

TECHNOLOGICAL FORCES:It is statistically proven that k-cups and single brewing coffee systems are on the rise which is no problem for Eight O’ Clock Coffee. Even though the brand started in the mid 1900’s with just ground coffee and whole beans, it has been evolving with the changing times and can accommodate all of the new styles and techniques people are using to make their own coffee at home.

COMPETITIVE FORCES:Eight O’ Clock Coffee’s main competitors are Folger’s and Maxwell House, but Eight O’ Clock has set itself apart from the competition with its unique selling propositions. Eight O’ Clock Coffee a traditional and old-fashioned brand that has become a household name passed down through generations. They have multiple different forms, flavors, and packages for their coffee and support the Dress for Success Campaign, helping them gain a competitive advantage over other coffees targeted to people in the professional world.

ECONOMIC FORCES:Consumers are looking to purchase a brand of coffee that makes them feel thrifty and financially savvy yet isn’t so inexpensive that the quality and taste appear to be dissatisfactory. Eight O’ Clock Coffee distributes their products at convenient locations around the country including Walmart, Wegman’s, Price Chopper, Winn Dixie and tons of others and overall strives to be the best quality coffee for the most reasonable price.

SOCIOCULTURAL FORCES:Eight O’ Clock Coffee is ethical; in fact it is a huge part in the Dress for Success Campaign. Dress for Success is an international not-for-profit organization that promotes the economic independence of disadvantaged women by providing professional attire, a network of support and the career development tools to help women thrive in work and in life. Since starting operations in 1997, Dress for Success has expanded to more than 120 cities in 15 countries. To date, Dress for Success has helped more than 650,000 women work towards self-sufficiency partially due to the assistance and support Eight O’ Clock gives the campaign.

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COMPETITOR ANALYSIS

GREEN MOUNTAINStrengths: Green Mountain has captured the green niche market. It is the top brand for socially respon-sible coffee in terms of fair trade. Weaknesses: People pay for this so-cial responsibility and green coffee with a higher price tag. They are less widely known and distributed.

MAXWELL HOUSEStrengths: Maxwell House has also done a great job in branding them-selves to stay on the top of people’s minds. They also have a classic slo-gan that people identify with. Weaknesses: Maxwell House is far less present in online searches for coffee products. They are also lower in quality.

FOLGERSStrengths: Folgers is the leader in ground coffee. Their biggest strength is in how they use inte-grated marketing communications. With a catchy slogan and jingle, they have expanded the brand into mobile apps and created a commu-nity feel.Weaknesses: Folgers is a lower qual-ity coffee than Eight O’Clock.

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SWOT ANALYSIS

STRENGTHS• “America’s original gourmet coffee” 3rd largest

seller in the USA.• Acclaimed to be best tasting in its original coffee

by consumer reports, (best taste for best price) beating brands like Folger, Maxwell, and Star-bucks.

• Many different types of coffee - variety of roasts and media (ground, whole bean, k-cups.)

• Suits different consumer type “beginning, explo-ration, expression”

WEAKNESS • Doesn’t have an instant coffee.• Eight O’clock Coffee brand is not big in interna-

tional market. • Not many coupons available to consumer - they

are hard to find if not specifically searched online.

THREATS• Good Earth and Green Mountain coffee due to its

environmentally friendly approach• People choosing healthy drinks over coffee.• Juan Valdez brand (a colombian coffee brand) since

colombian coffee is Eight O’Clock Coffee’s best seller.

• Bad harvest in Colombia is making prices rise. • Starbucks, Folgers, Maxwell all have higher brand

recognition

OPPORTUNITIES• K- cups - only four of its flavors are offered for

keurig. • “Good for you, good for the environment.”• Open coffee shops or be main provider to coffee

shops.• Sell other types of coffee related merchandise ,

“machines, mugs, ect”

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OBJECTIVES AND BUDGET

Marketing and Advertising Objectives:This campaign will increase sales of Eight O’Clock ground coffee by 8% while raising awareness of the product and our product line. We will target the work-ing woman aged 35-54 with messages aimed at increasing awareness to 85% and comprehension to 75%. Royals Advertising Company will reach 75% of our pri-mary target audience with an effective frequency of 5.

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Budget Summary: Royals Advertising was given $11 million to work with.

Time Frame:This campaign will run for a year starting in September 2014 and end-ing in August 2015. We will implement a pulsing strategy, focusing advertising in the fall and winter months and lightening up advertising as we head into spring and summer.

Research objectives: 1. Identify what brand of coffee our target drinks and gauge their aware-ness of Eight O’Clock2. Identify what type of coffee (ground, whole bean, k-cups) they drink. 3. Identify what factors go into the purchasing decisions.

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BUDGET (CONT’D)

MEDIA DOLLARS

MEDIA PERCENTAGES

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RESEARCH

PRIMARY RESEARCH: In order to get the clearest sense of our primary target, each member of Royals Advertising con-ducted research by handing out sur-veys to coffee drinkers in various lo-cations such as the Triphammer Mall, Wegman’s, and the Ithaca Commons close to Starbucks. We also used an online survey to increase the number of our responses and thus have more data available for analysis. In the end, we had 109 responses from people aged 16-78. The mode was 19 with a mean of 36.7 and median of 34. Of all the responses, 39 fell within our pri-mary target audience of 35-54 and 60 responses fell within 22-54, capturing our secondary target audience. We first isolated the responses in the target market to interpret this data. From this, we determined that 71.8% of these people had heard of Eight O’Clock, but only 15.4% con-sume it.

One person said they used to before k-cups, which became a very significant response as about 43.5% of our respondents said they preferred k-cups. This tells us that although awareness of the brand name with-in our target was rather high, this does not translate well to total brand awareness. Essentially, people have heard the name, but they do not know that k-cups or flavor varieties exist. What is also interesting is that of the 15.4% that say they consume Eight O’Clock themselves, 85.7% say that their family members also consume Eight O’Clock. (We included the in-dividual who said they used to drink Eight O’Clock but switched to k-cups recently in this calculation.) We also looked at the break down of age and marital status - most of them were married women with kids between the ages of 40 and 52. This was not surprising be-cause this reinforces that consumer behavior concept that women do the shopping for the household. It also reinforced who our target audience is as a “super mom.”

The next step we took was in analyzing the data that included our secondary target. Total awareness dropped to about 58.3%, as expected due to the open ended responses as a whole. When we looked at these, we noted that many people talked about the age of the brand. This was espe-cially prevalent in respondents over 55 saying that they remembered old A&P stores or their parents grinding the beans in the morning. On the whole, our secondary audience does not add anything that stands out. 38.1% use k-cups and 33.3% enjoy flavored coffee. Altogether, this suggests that k-cups are still very popular, but our younger demographic really like pre made coffee from Dunkin or Star-bucks. In the end, our primary research was most useful for the members of Royals to have firsthand experience with who our target was. It also point-ed us in the “vintage” direction that eventually led to our big idea.

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SECONDARY RESEARCH: We started with secondary research to narrow our focus for what would lat-er become our primary research. For our secondary research, Royals Advertising audited all of the data available from MRI by placing any data with an index over 100 into a spreadsheet. With 339 entries available, we organized the data by the highest index to the lowest. We first looked at that top 20 entries, 14 of which were magazines. This showed us that this is one of the most valuable media to advertise in. The type of magazine also started to give us background interests that we could infer the type of people they represented. This was reinforced later through our primary research. As we walked down the list into the top 50 results, we continued to see a lot of special interest magazines such as Yoga Journal, All You, and Runner’s World, Natural Health, Garden Design, and Baby Talk. Many of these magazines fall into similar categories that reflect a woman that is devoted to her health, her interests, and her family. We also paid special attention to their income and location within the United States, regionally and what size of county. From here, we gathered that our primary target audience consisted of the professional super-mom. They make a lot of money and they enjoy taking care of the home in a me-dium sized city or suburb - they like the city, but they want to give their children the best environment to grow up in. With an age range of 35-54, women are ei-ther preparing to start a family now that they are financially secure, or they have children that are a bit older. However, they are still above average in the index in children ages 2-5 and 6-11. Again, they do not live in major metropolitan areas, but they live close to big cities mostly in the South, but also in the Northeast and Midwest. This gave us the notion to target our advertising and brand activations towards Atlanta, NYC, Boston, Chicago, and Minneapolis-St. Paul.

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BRAND VALUE PROPOSITION

FUNCTIONAL: Eight O’Clock coffee delivers high quality coffee that tastes good and will kickstart the day for a low price. It’s a coffee that gives the consumer options; you can pur-

chase it as a whole bean, ground coffee with or without flavors, and as k-cups.

EMOTIONAL: Drinking a rich tasting coffee in their preferred medium that doesn’t break the bank is the best way to start the morning. Eight O’Clock is one of the things from the past that is still fun and relevant in the present. Women can feel good about their tasty coffee and feel like they are integrating a vintage gem into their modern lives.

SELF-EXPRESSIVE: Women who drink Eight O’Clock are do-it-alls that take care of the home, the family, and themselves. They need a coffee that is as sophisticated as they are. Balance is their favorite word. Whether it refers to their busy schedule, or a particular yoga pose, or work and play, these women are fearless, fun, and hard work-ing.

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TARGET MARKET PROFILES

PRIMARY:

MEET LINDA.!

She is a 39-year-old, married mother of 2 living in Woodbury, NY. She is a Bank Manager and her hus-band, Matthew, works as a lawyer. Her two children, Jeffrey and Nicole, are ages 9 and 11 respectively. Linda wakes up early every weekday to make sure her kids (and husband) get off to school and work on time. In order for her day to start off on the right foot, she pops in an Eight O’Clock K-Cup into her Keurig to make sure that she gets her coffee and still has time to prepare the rest of the family for their day. Eight O’Clock coffee is a vital part of her day and gives her the energy she needs to balance her work day and her family functions. She constantly finds herself running from her job at the bank to her children’s activities which include dancing and soccer.

MEET MATILDA!

Matilda is a 51-year-old woman that balances her job research-ing genetics at a medium sized university just outside of Atlanta with taking care of her two kids aged 12 and 17. Her husband teaches graduate students web programming at the same uni-versity. Together, they take their kids hiking at Sweetwater Creek State Park. He takes photographs and she paints what they see. When she isn’t with her kids or at work, she recently just got certified to be a yoga instructor at a locally based gym. Matilda is an intelligent, hard working free-spirit that would do anything for her family which manifests itself by purchasing nutritious foods without breaking a budget – she loves finding quality $12 bottles of wine and strong coffee.

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TARGET MARKET PROFILES

MEET ERIN!

Erin is 25 years old and just finished earning her masters degree in Business Administration at Villanova University. She is working a full-time starting position at a Minneapolis office close to her very first apartment 30 minutes outside of the city where she lives all on her own. On the weekends she likes to wake up early and do zumba and sometimes, she even drives to the country club where she supports her family’s horse in races with her fianceé Christo-pher. Erin wants a coffee that will help her keep up with the fast pace of the city and fuel her independence as well as make her have enough energy to start up her own family in a couple of years. And, because she is buying groceries on her own for the first time, Erin is ready to commit her brand loyalty to a brand of coffee that does just that.

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SECONDARY:

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CAMPAIGN STRATEGY

CHALLENGE: Our challenge is that many professional women in our target market are not aware of Eight O’Clock Coffee as an option when purchasing their coffee. We need to create wider recognition for the brand in order for consumers to consider Eight O’Clock as they pur-chase coffee.

KEY INSIGHT: In our research we found that coffee consumers in our target market are not very brand loyal to other brands but choose others over Eight O’Clock because they didn’t know about it. We found that they people that do know about Eight O’Clock coffee view it as an old brand and were surprised to know it is still sold.

SOLUTION: As a result we would like to appeal to this vintage feel and nostalgia associated with the brand and bring Eight O’Clock coffee back into professional women’s homes as their quality choice of coffee that they can depend on to get them through their daily grind.

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Our Big Idea “DejaBrew” captures the vintage essence Eight O’Clock Coffee has while reminding consumers of a quality coffee brand that’s been around before.

BIG IDEA

Déjà-Brew.

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CREATIVE STRATEGY Our research has brought us to the conclusion that people in our target market purchase their coffee based on quality, price, and form that works with the brewing technologies they have at home. Surpris-ingly we discovered that not many people have brand loyalty for one particular brand of coffee which is why we needed to do research on Eight O’ Clock and its unique selling propositions and a way to adver-tise them in a way that would build brand awareness, ultimately increasing the sales of the product itself. We decided to focus on the tradition and long history of Eight O’ Clock and show that some things just keep on getting better with time. Déjà Brew.

ART DIRECTION In order to clearly and efficiently portray the idea of “Déjà Brew”, our advertisements will use of variety of colors, fonts, and images in a nontraditional and comparative way. To stand out from all other advertise-ments of its kind, Eight O’ Clock Coffee will use the steam of a coffee cup to show incredible past experi-ences and use the present scene to show those same experiences but in the present day. Using black and white images in the smoke and colorful images in the scene will show a contrast and make the images both “pop out” of the page. On the bottom of the advertisement will be a red banner with “Déjà Brew” written in white to be seen as clearly as possible and the product will be sitting on top of this banner in the bottom right hand corner. Red is used so heavily in this advertisement because red is the signature color of Eight O’ Clock and is one aspect of the brand image that is recognizable.

COPYWRITINGOn each one of our advertisements, our slogan “Déjà Brew” is written in white script on a red banner. We chose this particular color and font because we thought that it represented quality, class, and respect and that, unlike Eight O’ Clock’s competitors, it is fancy and elegant and representative of the brand as a whole. The body copy of the advertisements was also carefully designed to stand out less than the slogan and the brand name, but still remain enticing to read and encourages people to take the time to learn more about the product itself. We chose its color and font to remain consistent with the image of Eight O’ Clock and make it easy and clear to read.

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PRINT ADS

1918

TRANSIT AD

INTERNET AD METROCARD AD

19 The steam subsides.

*Fade Up* (Boogy Swing by Parov Stelar is playing)A woman has just made a cup of steaming Eight O’Clock Coffee.

The shot cuts to the steam coming out of the Coffee

Within the steam, an image of the woman appears giving a presentation with her cowork-ers as her audience.

(Still in the steam) The presen-tation goes on with the audience looking interested and animated.

(Still in the steam) The woman finishes the presentation and the audience gives her a standing round of applause.

(Still in the steam) The shot cuts to a profile shot of the woman look-ing happy and triumphant after giving an incredible presentation.

The image of the woman fades into the steam. The Eight O’Clock Coffee logo

appears within the steam.

The woman picks up the cup of coffee and walks out of the shot.

The woman appears in front of the presentation room, similar to the one she previously gave. (The one within the steam.)

The Eight O’Clock Coffee Bag appears with the Slogan Deja Brew across the screen.Female Voiceover: “Eight O’Clock Coffee, Deja Brew.”

STORYBOARD

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CREATIVE TESTING RESULTS

Overall, the majority of the responses to our ads were positive. The aesthetically pleas-ing image of our ads drew people in and made them want to look at them for a while. In the first few moments of looking at our ads, many of the people we tested were slightly confused. However, after reading the text on the ads and thinking about it for a mo-ment, they had an “Aha!” moment and understood the ad. Our ads really seemed to res-onate with the people and they seemed interested in learning more about Eight O’Clock Coffee and having that Déjà Brew moment.

QUOTES FROM PARTICIPANTS

“I think its really good and I understand the slogan. I like the placement of the call to action at the bottom.”

“I really like the colors and the font.”

“I can see this being a real advertisement.”

“I have never heard of Eight O’ Clock Coffee before, but I am excited to buy a red bag of my own.”

“This is so different from any coffee ads I have seen before. Folgers and Maxwell House have nothing this creative.”

“Absolutely brilliant. Deja Brew is really grwoing on me.”

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MEDIA OBJECTIVES

TARGET MARKET: Our primary target for this campaign is women 35-54. These women are essentially “super moms” that work full time, take care of the family, and take care of themselves. Professional, intelligent, hard working, and balanced describe them best.

GEOGRAPHIC SCOPE: This campaign is na-tional in nature, using the Internet and maga-zines that are available across the country.

MESSAGE WEIGHT: While some of our media choices are nationally focused, we are adding extra weight to the north east, the south, and the Midwest. These three regions have a particularly strong audience and each have large cities that house a high number of people in our target market.

REACH AND FREQUENCY: In this cam-paign, we will reach 75% of our target audience

at least 5 times.

CONTINUITY: We will use a pulsing technique for this campaign. Coffee sales increase in the

cooler months and therefore we will have more advertisements during the end of the fourth

quarter and the beginning of the first quarter. We will also utilize couponing during the holiday

season.

MEDIA STRATEGY

Magazine Ads will be full pageOur video will air on television and Youtube

On the internet, we will use a medium rectangeTransit ads are taxi toppers and standard sized

side ads.

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MEDIA CHOICES: PRINT Southern living: Part of our emphasis is reaching southern customers. This magazine reaches the homeowner woman that wants to embrace traditional southern comfort.

Handy: Some of the most popular media choices reflect wom-en who like to do Do-It-Yourself home projects. They like gardening, decorating, and improving the house.

Chicago Tribune Magazine: Again, this helps target our Midwest audience. It also targets women that don’t necessarily live in Chicago who perhaps are commuters.

New York Magazine: Same concept as the Chicago tribune, but with an even larger reach and that is focused on the North Eastern part of the United States.

Yoga Journal: His particular magazine also ranked very high in popularity. It is a reflection of the women that take care of themselves and are looking for a higher quality life.

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MEDIA CHOICES: INTERNET & TRANSIT

MTA: This allows us to reach commuters in our primary audience plus our secondary audience that visits the city.

YouTube: There’s something for just about everyone on YouTube. We chose to target how-to videos to regain our customers. In addition, we have our own YouTube chan-nel where we can put brand activation videos up and links back to our website.

About.com: Many people use About.com to get infor-mation fast. This especially applies to the professional women target market.

The L: Midwestern focus with Integrated Mar-keting Communications synergy.taxi toppers Boston: Northeastern focus with Integrated Marketing Communications synergy.

NOLA streetcar and bus: Targets our southern audience plus tourists and is one of the cleanest and most effi-cient bus systems in the United States. Echoes the quality of Eight O’Clock.

iVillage.com: This targets the younger side of our primary demograph-ic as well as women in our secondary. Many of these women are young moms that need energy and a good deal of information for their growing families.

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MEDIA CHOICES: TELEVISION

1. AMC: Specifically during the show Madmen. Eight O’Clock previously worked with them and it also works in our favor because it is a very hot, recent show that is set with-in our prime time period which is something we are trying to refresh and revive.

2. Oxygen: Their programming matches our target market’s interests. Moreover, this selection shows in syndication appeal to our secondary target.

3. Good Morning America: Many professional women watch Good Morning America as their getting ready for work in the morning. By advertising on this show we are almost guarenteeing that we’re hitting a good portion of our target market.

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MEDIA SCHEDULE

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MEDIA BUDGET

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BRAND ACTIVATION

1.) Dress for Success Campaign

a. Objective: Associate our brand with helping professional women while promoting brand im age and increasing brand awareness. b. Eight O’Clock Coffee will sponsor Dress for Success events by providing coffee and funds. The event will be geared towards raising money to help dress women for jobs and interviews. Attendees of the event will be encouraged to show pictures of what they wore when they first entered the job market, playing on the Déjà Brew theme. We will create videos and spots for their events as well as run a social media campaign on Twitter, Facebook and YouTube. This will also help Eight O’Clock Coffee’s social responsibility. We will be hosting an event in New York City in Septem ber, Atlanta in December, Minneapolis in April and Chicago in August.

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2.) Klout

a. Objective: Target influencers in the coffee drinker target market which will in turn talk about Eight O’Clock coffee on social mediab. An Eight O’Clock coffee Klout perk will be created and target the people who are identified as “coffee” influencers on Klout. The perk will consist of a “get a free bag of Eight O’clock coffee coupon” and then a second “$1.00 off ” coupon so that customers can try the coffee again and achieve the “Déjà Brew” status. The receiv-er then would be encouraged to share the perk on social media with the hashtag #DejaBrew.

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3.) Free-Standing Insert

a. Objective: Reach our cost sensitive couponing target market with an insert in their local newspapers. b. A freestanding insert will be placed in the newspapers of many of the big cities in the Northeast, South, and Midwest. This insert will have a coupon and demonstrate many of the different types of coffee (ground, whole beans, K-cups) that Eight O’Clock coffee has to offer. These ads will be placed around holidays and the colder months.

BRAND ACTIVATION

4.) Taxi Take-Over

a. Objective: Provide a unique way for Eight O’Clock coffee to grab media attention in the big city while promoting positive brand image and brand awareness. b. Eight O’Clock coffee will sponsor a cab for a week that will be covered in red and the Eight O’Clock coffee logo. This cab will offer free Eight O’Clock coffee to those climbing aboard and will give the unsuspecting riders free rides to their destination. During the ride a camera will catch the riders reactions as they relax in the enhanced car that features a TV constantly running Eight O’Clock coffee commercials. The riders will be encouraged to tweet using the hashtag #8OClock Cab and share their experiences.

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BRAND ACTIVATION CALENDER

3130

EVALUATION

AwarenessComprehension

EVALUATION

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ertis

ing

prob

lem

: Eig

ht O

’Clo

ck co

ffee

has t

wo

mai

n iss

ues w

ithin

our

targ

et m

arke

t. Th

e fir

st is

a g

ener

al aw

aren

ess p

robl

em. Th

e br

and

real

ly fe

ll fr

om it

s ped

esta

l in

the

1950

’s an

d ha

sn’t

exac

tly re

cove

red

yet.

The

seco

nd is

sue

is th

at th

e pe

ople

who

are

awar

e of

the

coffe

e oft

en p

erce

ive

it to

be

of a

low

er q

ualit

y th

an w

hat i

t act

ually

is.

We

will

solv

e th

is pr

oble

m b

y po

sitio

ning

the

prod

uct a

s a h

igh

qual

ity co

ffee

that

pr

ofes

siona

l wom

en in

our

age

gro

up d

rink.

We

will

also

atte

mpt

to li

nk th

e br

and

to it

s su

cces

sful

yea

rs in

the

1930

’s an

d 19

40’s.

U

nder

lyin

g em

otio

nal n

eed:

Eig

ht O

’Clo

ck is

a h

igh

qual

ity co

ffee

that

com

es at

a lo

w p

rice.

For o

ur ta

rget

mar

ket,

it is

the

perf

ect g

roun

d co

ffee

that

tast

es g

reat

with

out t

hrow

ing

off

thei

r thr

ifty

natu

re. M

oreo

ver,

it ha

s a ce

rtai

n vi

ntag

e ch

ic. Th

ese

wom

en a

re u

p to

dat

e on

st

yle;

they

kno

w th

at th

e la

test

tren

ds a

re a

mod

ern

twist

on

1950

s and

196

0s fa

shio

n an

d Ei

ght O

’Clo

ck is

the

sam

e w

ay.

Com

petit

ion:

Fol

gers

, Max

wel

l Hou

se a

nd G

reen

Mou

ntai

n.

32

for id

eas th

at rei

gn

MEET OUR TEAM!

Lorna Doone (Lauren Denecke) is a sophomore Integrated Marketing Communications major with a minor in Still Photography and Honors at Ithaca College. She is from Pennsylvania, about 40 min-utes Northwest of Philadelphia. Next fall, she hopes to combine her love of photography and advertis-ing to intern in Provence, France where she will be

studying abroad.

North Dakota Jones (Kyle James) is a soph-omore Integrated Marketing Communica-tions major with minors in Sport Studies, Economics and Honors. He is from Massil-lon, Ohio, the “City of Champions”. When not spending his time obsessing over Eight O’Clock Coffee, North Dakota enjoys do-ing work within the two organizations he is

President of: Athlete Ally and IABC.

33

North Dakota’s “deja brew” is vin-tage sweaters.

Lorne Doone’s “deja brew” is her old film camera!

35

Big Meg (Megan Cackett) is a soph-omore Integrated Marketing Com-munications major also majoring in Economics. She is from in a suburb outside of Rochester New York. In the Summer she will be interning at an In-tegrated Marketing Communications firm, Dixon and Schwabl, in Rochester. Kit Kat (Katie Grudens) is a sophomore Integrated Mar-

keting and Communications major with minors in Deaf Studies and Writing. She is from Huntington Station, Long Island and grew up in a household where coffee was a crucial part of her family’s daily routine. She is hoping to studying abroad in London next spring and

pursue her passion in both advertising and traveling.

Queen P (Pamela Arbelaez) is a sophomore Inte-grated Marketing and Communications major with a minor in psychology. She resides in Baldwin, Long Island but, being born in Colombia, coffee played an

essential part of her childhood. She hopes to enter the field of research analytics in marketing after graduat-ing from Ithaca College. She plans to study abroad in Australia next semester and wait to meet kangaroos.

Big Meg’s “deja brew” is collecting records!

Kit Kat’s “deja brew” is tea time with her grandma!

Queen P’s “deja brew” is using typewriters!

34

END NOTESABCD Counties. (n.d.). Investopedia. Retrieved December 2, 2013, from http://www.investopedia.com/terms/a/abcd-counties.asp

Eight O’ Clock Coffee History. (n.d.). Story. Retrieved December 2, 2013, from http://www.eightoclock.com/eight-o-clock-coffee-history

Flexible Spending Account. (n.d.). Welcome to Costco Wholesale. Retrieved December 2, 2013, from http://www.costco.com

Maxwell House. (n.d.). Maxwell House Drops of Good. Retrieved December 2, 2013, from http://www.maxwell-housecoffee.com

Walmart.com: Save money. Live better.. (n.d.). Walmart.com. Retrieved December 1, 2013, from http://www.walmart.com

Wegmans. (n.d.). Wegmans. Retrieved December 2, 2013, from http://www.wegmans.com/webapp/wcs/stores/servlet/HomepageView?storeId=10052&catalogId=10002&langId=-1&clear=true

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for ideas that reign