When longtime friend and client Jay Beard bought Edwardsville’s Goshen Coffee Company last spring, we were excited to start working on developing a brand for a product we love - coffee.
Our first goal was to use social media to build hype for Goshen Coffee and the new bags and website that were coming this fall. We know that on Facebook, people typically respond to two things - things that are useful, and things that are funny. We wanted to create a promotion that people could laugh at and want to share with their friends.
And with that, the Bean vs Bean Challenge was born.
In Goshen Coffee Company’s Bean vs Bean Challenge, we’re pitting Goshen Coffee beans against other beans in a biweekly taste test.
That’s right. We grind the beans. We brew them side by side. We pour them into identical white ceramic mugs. And then, our Account Director, Jesse McGowan
gets to has to drink them both.
Sure, it’s silly. But it isn’t without strategy.
The premise itself - that Goshen coffee beans are superior to all other beans - speaks volumes about their brand.
Goshen Coffee Company isn’t your typical coffee company. Their roasting process is a bit different, for starters, and their beans are 100% organic and fair trade. They don’t even sell any pre-ground coffee, as it compromises the taste. As a result, Goshen Coffee is some of the best coffee we’ve ever had.
Using Facebook, Twitter and YouTube, we’re mobilizing Goshen’s passionate fan base, asking them to vote for the next bean challenger and enter their email address to win a 12 oz bag of Goshen Coffee for themselves.
Learn more about Goshen Coffee Company’s Bean vs Bean Challenge on Facebook and stay tuned for more on the overall branding of the local coffee company.