La Colombe Product Launch
Public Relations
Project Overview
Brownstein Group developed a targeted and multi-phased media relations plan for La Colombe in anticipation of the official release of their now-iconic canned Draft Latte.
Details
Brownstein Group hand-selected a few key editors to “grab coffee”—inviting them to a local café to sample La Colombe’s new canned Draft Latte with founder Todd Carmichael. The week before release, Brownstein Group also invited a small group of influencers to join Todd at his flagship café, where they could sample some lattes and explore the lab where they were developed.
On launch day, Brownstein Group conducted targeted outreach to the top national and regional news outlets, consumer lifestyle publications, and beverage trade publications to help quickly spread the word.
One month later, Draft Latte was featured in 45+ top-tier outlets, including advance features in Fast Company, Philadelphia Business Journal, Philly.com, PhillyMag.com, and Refinery29.com. A variety of hits followed the official launch in national, regional, and trade outlets.
On launch day, Brownstein Group conducted targeted outreach to the top national and regional news outlets, consumer lifestyle publications, and beverage trade publications to help quickly spread the word.
One month later, Draft Latte was featured in 45+ top-tier outlets, including advance features in Fast Company, Philadelphia Business Journal, Philly.com, PhillyMag.com, and Refinery29.com. A variety of hits followed the official launch in national, regional, and trade outlets.
