In tech, the open source code movement was predicated on the declaration “Free Software, Free Society,” with the belief that making proprietary information available to all would lead to innovation and cultural enrichment. Now Austin, Texas-based brand Super Coffee is betting that free recipes may be the key to a freer society.
Super Coffee, a producer of functional bottled coffees made with MCT oil and whey protein, has launched a new marketing campaign releasing a “first-of-its-kind Open Source Coffee Code.” Timed to National Coffee Day today, the campaign consists of newspaper ads in The Seattle Times and the Boston Globe (Starbucks and Dunkin’s respective home turfs) urging their biggest competitors to “Please steal our idea.”
Each ad features a scannable QR code that directs the reader to a website featuring a “source code” listing all five ingredients found in Super Coffee (Organic Colombian coffee, protein for creaminess, zero calorie natural sweetener, natural flavors and MCT oil) as well as nutrition facts and a step-by-step guide to brewing the company’s recipe at home, though notably it does not list proportions. The web page also includes a video of co-founder Jordan DeCicco showing consumers how to make a cup of Super Coffee in a blender.
According to co-founder and CEO Jim DeCicco, the ads are intended to showcase Super Coffee’s healthy living message while also serving as a challenge to leading coffee brands to reduce the sugar content of their products and introduce better-for-you alternatives.
“The reason we exist is because brands like Dunkin’ Donuts and Starbucks sell products that are loaded with sugar and calories and [today’s ads were] a playful jab saying ‘Hey guys, we’ve created a product that tastes like your products and you don’t have to use that much sugar you don’t have to use that many calories to achieve that same flavor,’” he told BevNET.
The campaign was developed in-house by the brand’s chief creative officer Chad Portas. Portas, who joined the company in July, most recently served in the same role at alcohol brand Crook & Marker. He previously held the CCO title at Bai Brands and briefly served as Executive Creative Director at Keurig Dr Pepper. According to DeCicco, Super Coffee has to date had a limited departmental budget and Portas is now working to expand the company’s internal marketing operations to develop regular future campaigns (a strategy he also employed at Bai).
As for the decision to put a technology spin on this latest campaign, DeCicco said the company was drawn to both the concept of “open source” as an ethos as well as the interactivity of QR codes to engage consumers.
“Open source is a good code or a good piece of technology that somebody creates and shares with the world, and we wanted to put that same spin on our recipe,” he said.”I think the QR code is a fun thing that got a lot of traction during COVID and, look, some ideas are too good not to share.”
The campaign comes at a time where Super Coffee finds itself in a stable market position, bolstered by a master distribution agreement with Anhsuer-Busch InBev (AB). According to IRI, the brand’s iced coffee products were up 66.9% to $36.2 million for the 52-week period ending August 8, and cold brew coffees were up 62.5% to $1.2 million (however, the data does not reflect the brand’s entire product portfolio, which also includes creamers and K-cups, or online sales).
Last month, Super Coffee closed a $106 million Series C round led by Maryland-based venture group Durable Capital Partners and also saw participation from beverage industry veteran Clayton Christopher and former Peet’s Coffee CEO Dave Burwick, as well as additional funding from AB. At the time, DeCicco told BevNET the brand was on pace to reach $100 million in sales for the full year.
That steadiness in the market may also be part of why Super Coffee is now emboldened to take on its rivals head-on. DeCicco noted that when Super Coffee first launched in 2015, Starbucks’ Frappuccino line had about a 90% market share in bottled coffee, but said the brand is now down to roughly 65% share. But in the six years since, the category has seen an influx of innovation (including RTD launches from Dunkin’ and Peet’s Coffee) and consumers have increasingly embraced low- and no-sugar options.
“The industry has changed quite a bit, but the reality is that the big guys — Starbucks and Dunkin’ — are losing share and the category is getting bigger,” he said. “So I think for them to maintain relevance, they are going to need to get with the trends and realize that coffee with milk and sugar is no longer what customers are seeking.”
DeCicco said the company is now working to expand distribution with AB and is now incentivizing sales reps with a contest, offering Super Bowl LVI tickets to the rep with the highest sales in October and November. While the company intends to increase its marketing campaigns via Portas’ team, the main focus for 2022 will be “blocking and tackling” as the brand aims to add new stores and increase its shelf space in existing retailers.
Another focus for the company will be innovation and seasonal flavors. Last week at Natural Products Expo East 2021 in Philadelphia, the brand debuted its new “tasty pastry” breakfast flavors — Blueberry Muffin, Cinnamon Roll and Caramel Waffle — and also announced a packaging update moving all RTD lines to PET bottles. DeCicco noted that the company’s rotating seasonal flavors (currently Maple Pumpkin for the fall) all become the brand’s top selling SKUs during their limited releases. In January, Super Coffee will debut updated formulations as well as the new packaging, he added.
“All that will come out in January, which is always this ‘New Year, New You mentality,’” he said. “So I think we’re closing this year strong and I’m looking forward to the fresh look and feel and flavor in 2022.”
