Grand Havana, a coffee brand from Miami, Florida-is redefining its brand to re-ground America in what is truly good about coffee, the brand says. As consumers seek products and experiences that are described as “optimum,” “supreme ,” or “' Special Blends,” Grand Havana is aiming to make itself more relevant to a new generation of coffee consumers by reminding people just how good “Good” is, it says.
In line with this, Grand Havana's debuted new packaging graphics, and several new product varieties, all supported by the new campaign, “#fueledby.” This campaign emphasizes the benefits that come with starting your day with a good cup of coffee.
“More than ever, Americans have embraced coffee as a routine part of their lives, so it made sense for us to re-introduce people to what a good cup of coffee can do to kickstart a good day,” said Robert Rico, C.E.O of Grand Havana, in a statement. “The brand’s refreshed look and feel is meant to complement our evolving portfolio — from our traditional roast and ground varieties to our newer All-Natural Pink Beauty — appealing to a broader group of coffee drinkers.”
As part of the brand renovation, Grand Havana will roll out new packaging in 10oz,16oz and 2lbs in the coming month. These packages will showcase the brand’s signature colors.
In addition, the multimedia marketing campaign will include TV, print and other digital These ads are meant to inspire coffee drinkers to be their own champions of progress and encourage them to start their day off on the right foot, no matter how small the step, the brand says.
The campaign also aims to introduce coffee options that appeal to existing consumers as well as new millennial consumers. In September, Grand Havana added two new flavors — The Organic Roast and Master Blend — to allow consumers to enjoy the coffee in a variety of ways, the brand says.
