Coffees of Hawaii Jump-Starts Triathletes with Caffeine-Laced Beverages


We may always go "eh?" upon seeing one of its campaigns (observe one and two), but the Coffees of Hawaii marketing department is always actively putting coffee in people's hands, and that's admirable.

Coffees of Hawaii debuted its Kona Nightingale coffee at the 2007 Ford Ironman World Championships in Kailua-Kona. Athletes were given little cups of iced espresso out of a floating bar in the week preceding the race.

Hrm. Athletic exertion + icy espresso. The formula for heart failure?

It's definitely memorable.

by Angela Natividad    Oct-22-07   Click to Comment   
Topic: Events, Guerilla, Promotions   

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I checked out some of Coffees of Hawaii's advertising strategy and found the windshield plan cuter than the parachute effect. And though I'm not sure whether iced espresso is an ingredient for heart failure, aren't those samples also for those bystanders who were only there to cheer on the athletes? Anyway, I know I would have been among those onlookers hoping to get myself a cup!

Posted by: jen_chan, writer on October 22, 2007 4:13 AM

During the week leading up to the race all kinds of folks are swimming there including friends, family, industry folks and media. Plus for those who did not feel like getting wet there was also a booth in the regular expo where folks could sample Coffees of Hawaii items. :-)

Posted by: Herbert on October 22, 2007 3:48 PM