Industry
Consumer Packaged Goods (CPG)
Challenge
In a crowded ready-to-drink coffee category, La Colombe wanted to bridge the gap between its café reputation and its ready-to-drink products by reaching people just as they were thinking about their next cup of coffee.
Results
The digital out-of-home campaign put La Colombe’s “World’s Frothiest Latte” message in front of consumers at the right moments, delivering strong lifts throughout the funnel and outperforming competitors in brand preference and message association.
Key Product
Demand-Side Platform (DSP)
Froth meets focus
La Colombe has built its reputation on elevating the coffee experience, bringing café-quality lattes into ready-to-drink cans. But in a category dominated by household names, standing out requires more than great tasting coffee.
To spark discovery with everyday coffee drinkers, La Colombe partnered with Kepler Group and Vistar Media on a digital out-of-home (DOOH) campaign across Los Angeles and Philadelphia. By reaching people during commutes, errands and daily routines, the brand brought its “World’s Frothiest Latte” to life at the moments when coffee cravings strike.
Wide reach meets focused impact
La Colombe designed a DOOH strategy that combined wide-reaching coverage with focused tactics to engage consumers where and when it mattered most.
From first sip to store shelf
The campaign focused on two key markets, Los Angeles and Philadelphia, where in-market sampling reinforced the DOOH efforts and helped introduce consumers to Draft Latte. By maintaining a presence across high-traffic locations, the campaign ensured the brand stayed visible throughout consumers’ daily routines.
Bus shelters | Billboards | Grocery | Gyms | Office Buildings | Subways | Urban panels
The brand also leveraged POI targeting to heavy up within five miles of key retailers that carried the product, including 7-Eleven, Walmart, Wawa, ShopRite and CVS—ensuring the canned latte stayed top of mind on the path to purchase.
Caffeinated timing
The campaign launched with a broad schedule to maximize reach, running impressions daily from 6 a.m. to 9 p.m. Midway through, day-parting was introduced to optimize delivery, concentrating on weekday commute hours when coffee cravings are strongest.
The perfect blend of creative
Every execution carried the line “The World’s Frothiest Latte.” This consistency reinforced brand recognition and kept the message clear across both markets. A mix of static and video creative brought the frothy texture of the Draft Latte to life, making the product eye-catching to both those passing by and those who paused to engage.
In Philadelphia, La Colombe also tapped into large-format digital screens at Dilworth Park and East Market. These high-impact placements gave the campaign a commanding presence in the brand’s hometown, with video executions bringing the product’s visual appeal vividly to life.
Perking up results
By meeting consumers in daily routines through eye-catching creative, La Colombe cut through a crowded category with strong results.
- +40% increase in awareness
- +65% increase in consideration
- +302% increase in brand preference
- +62% increase in purchase intent
"The success that we saw here laid the groundwork for us to expand our DOOH coverage in other cities. It was encouraging to see that even in Philly, where we have a strong awareness given the brand was founded here, we were still able to drive impactful lift. Having DOOH was really critical for us to help with surround sound media to connect with our core coffee/commuter audience."
Lauren Gallagher | Director, Kepler
The creative also resonated strongly with consumers. This helped La Colombe rank first in message association within its competitive set, with more than one in two exposed consumers linking “The World’s Frothiest Coffee” to the brand. Repeat purchases also climbed, demonstrating DOOH’s ability to drive to influence purchase behavior and build brand loyalty.
With the right blend of creative and strategy, La Colombe left consumers buzzing and engaged long after the first sip.