🎧 On today’s episode of the DTC pod, we're buzzing harder than your morning espresso!
We're chatting with Liz Ahern, CMO of Chamberlain Coffee, who's taken coffee by the beans and plunged into the $15B canned coffee industry.
With caffeine-fueled wisdom and some Harvard-level know-how, she's steering Chamberlain Coffee into a market that's expected to froth up to a whopping $20B by 2029.
Our chat is loaded with their java-driven retail strategy, tips for capitalizing on a celebrity founder, and why static ads are Chamberlain’s bread and butter.
Not to mention, we're brewing up some chatter about Liz's innovative OOH activations. So pour a cup of joe, and join us for a DTC crash course that's hotter than your average latte.
The takeaways 👇
🛒 Riding the espresso express
Akin to pulling a rabbit out of a hat, Chamberlain Coffee’s impressive feat of launching in 4,000 Walmarts in a mere six months had a touch of magic about it.
The trick here was nothing short of hard graft and meticulous planning. Their COO Gustav and his team worked round the clock, revamping their supply chain, creating new packaging, and conducting test after test to ensure their products were primed for the retail big leagues.
While the norm for such a mammoth undertaking is 18 months, Chamberlain Coffee did it in a third of the time. They also juggled the logistics of the launch with a robust marketing plan, aiming to leave no coffee lover unturned.
Existing fans, newbies, and Walmart shoppers alike were all part of their target market. The strategy encompassed traditional marketing channels, social media, influencer collaborations, and innovative out-of-home campaigns and podcasts. A caffeinated tour de force!
☕ Brewing brilliance
Ever had your coffee served with a side of creative genius?
Welcome to Chamberlain Coffee, where their innovative venture into the canned coffee market is more than just another brand expansion. This ambitious move, designed to cater to the fast-paced, on-the-go lifestyles of their Gen Z and millennial customers, is grounded in Liz Ahern's experiences with the thriving canned coffee culture in Asia. It's about understanding their consumers and stirring up the coffee market with a convenient, ready-to-drink brew.
But what really sets this venture apart is the distinctive touch of the brand’s creative powerhouse—Emma Chamberlain.
The creator-led ethos of Chamberlain Coffee, fueled by Emma's keen eye for content, design, and packaging, adds an exciting flavor to their foray into the canned coffee business.
Her hands-on approach, dedication to the product, and genuine connection with her fans have crafted a work environment that’s as enriching as their coffee.
This authentic blend of creative leadership and market innovation is what makes Chamberlain Coffee’s journey into the canned coffee market a stimulating brew of success.
👉 Listen to the full episode with Liz Ahern here!