The campaign’s video, directed by The Real McCoys, has a bit of fun with the pronunciation of the word “cool.” Or is it “kewl”?
Click here to view the embedded video.
Aimed at 18-35 year old millennials, radio ads will air in LA and on Pandora with online activity encompassing Twitter, Pinterest, Vine and Instagram.
Much of the online activity focuses on the brand’s signature purple straw. In an ingeniously inventive stunt, the brand’s Instagram followers are encouraged to cut off one inch of the purple straw, hold it up to the lens of their camera phone and snap a shot of their favorite summer scene. Doing so creates a “purple straw cam.” To propagate these user-generated images, Coffee Bean is encouraging people t…