Seattle's original coffee brand is like a bodega cat.
Owned by Starbucks, it keeps mousey coffee competitors away from Big Green—an effective business strategy MBAs have charts to confirm.
While visually distinct from Starbucks, SBC lacked a positioning strategy. So first, we created one. Dubbed The Happy Medium, it embraced the brand's unique 'high-quality/low-cost' dichotomy + unapologetically sunny disposition.
Then we brought that strategy to life, through the 'Drink Up' campaign.
Punchy and playful, the work depicts a red cup of Seattle's Best as an accessible step up ...in life.
