Eight O'Clock Coffee - Their New Packaging Change

When it came time to update their 150 year old packaging, Eight O'Clock Coffee turned to their consumers for their opinion. And they used sweepstakes to capture their attention.

Interbrand executives had two priorities when developing new package ideas for their brand: 1) design a look that loyal consumers will relate to, and 2) develop a fresh look that attracts new customers.

In 2009, Eight O'Clock ran a sweepstakes where consumers could vote between two new package ideas for a chance to win $5,000 in groceries. Another 2009 sweepstakes ran during Eight O'Clock's 150th Anniversary where consumers voted for their favorite design. This time, prizes included Bed, Bath & Beyond gift cards and free bags of Eight O'Clock coffee.

Now that the packaging is showing up on store shelves, consumers are being educated on the new look via the brand's Facebook page. A game with daily coffee prizes and coffee for a year are getting consumers to take notice of the new packaging design.

Management is using their consumers to manage the risk of the new packaging change and using social media to help educate consumers on that change. We will have to see if the winning packaging choice is a good one for the rest of the brand's users.

http://promomagazine.com/news/eight-oclock-managing-risks-1005/