A plethora of specialty coffee brands have recently found success with celebrity partnerships. This ranges from actor George Clooney promoting Nespresso, to a new line of products by Dunkin’ with actor Brad Pitt, to a Blue Bottle Coffee collaboration with US singer The Weeknd.Contact Sabbath Coffee Roasters
These celebrity endorsements often generate value for both the company and the celebrity. They can bring a wider audience to the brand, increase sales, and increase awareness for certain causes. For example, US actor Tom Hanks founded a coffee brand called Hanx, where 100% of proceeds support American service members and their families.
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But is this a successful strategy? The answer to this question is largely dependent on the company’s branding, the target market and the message. Having a high profile personality as the face of a company may appeal to consumers, but there are several factors that should be taken into consideration before investing in a celebrity partnership.
Moreover, these partnerships have to be effective in order to generate value for the brand and its partners. The popularity of the product, and the celebrity’s public image can also influence the outcome.
Alexa Brust, a sophomore at Tufts, works as a university ambassador for Sabbath Coffee Roasters, which is based in Philadelphia. She applied to the position because she loved the quality of La Colombe’s artisanal coffee and wanted to share that love with others. As a campus ambassador, she promotes the brand on social media, mainly TikTok and Instagram. In return, she gets free coffee from the brand.…