Differentiate the Hotbox Roasters brand while still capitalizing on the national credibility of Oskar Blues
Leverage Oskar Blues founder while introducing and building credibility for head roasters’ expertise and passion
A successful VIP launch event resulted in a dozen feature articles regionally and nationally
Oskar Blues is always innovating in unexpected ways and when the founder decided to turn his personal passion for the booming craft coffee movement into next big thing, he challenged GFM to publically launch Hotbox Roasters in just a few short weeks.
GFM joined forces with Hotbox Roasters’ website agency while it was still in the midst of brand, website and messaging development. The team developed a highly-targeted launch plan to introduce Hotbox Roasters to coffee-loving consumers, with a specific focus on Colorado. GFM drafted key messages and conducted an abbreviated media training for the small Hotbox Roasters team. GFM also planned an open-house style media and influencer launch event at Oskar Blues to show, first-hand, how Hotbox Roasters integrates with the Oskar Blues culture and spurs incredible collaborations between coffee roasting and exclusive, specialty brews available only at the Oskar Blues taproom.
Colorado consumer and business media alike took immediate notice of the news that Oskar Blues was launching a craft coffee roasting company. GFM secured interviews and feature coverage with numerous regional and national outlets that were important to building consumer awareness for online ordering as well as credibility with potential retailer channels. Feature coverage includes Uncrate, DiningOut, 5280.com, The Denver Post, BizWest, Longmont Times-Call, Westword, Daily Camera, and Imbibe, among others.