Your New Super Hot Neighbor
Just Moved In. Don’t Be Shy.
This is part one of a two part guerrilla activation strategy announcing the opening of the roasting business. The idea is to line the sidewalks of the surrounding blocks of the shop with free bags of coffee. These lines of coffee would all converge by leading back to the shop itself. If consumers participated, they would encounter the second activation.
Big Smoke Bombs to Celebrate Our Tiny Smoke Bombs…
Of Flavor… We Stand By It.
Activation part-two is a bit more of a risk. It involves large plumes of smoke consisting of two of the brands main colors. These plumes would be large enough to see from various parts of the neighborhood and would be set-off around 10:30 am. The activation would announce the grand opening of the roasting company, exaggerating the smoke produced in the roasting process, and would kick-off a morning / afternoon hangout that would be accompanied by coffee pre-brewed by the roasters, baked goods provided by a nearby local bakery, and live local music. This would set the tone of the company as locally involved and help their costumers identify them as a locally owned brand.
