“A coffee for every mood.” – What are the factors that make this “Marvel’s” coffee business stand out? [Monday: Marketing Marvels]
Miles Everson’s Business Builder Daily speaks to the heart of what great marketers, business leaders, and other professionals need to succeed in advertising, communications, managing their investments, career strategy, and more.
A Note from Miles Everson:
Happy Monday!
How was your weekend? We hope you all had a good rest.
Let’s start the week enthusiastically with one of our “Marketing Marvels”—outstanding people in business and marketing. Every Monday, we feature these industry professionals and highlight their experiences, contributions, and insights.
Today, let’s talk about a 21-year-old YouTube personality and her D2C (direct-to-consumer) coffee business.
Keep reading to know how this “Marvel” makes waves around the globe with a kind of marketing that effectively captures consumers’—especially millennials and Gen Zs—attention.
Miles Everson
CEO, MBO Partners
Chairman of the Advisory Board, The I Institute
Marketing Marvels
Do you remember the ads of the 90s flaunting tanned skin, big muscles, and masculinity of Hollywood’s leading men, or the size-zero women with chiseled jawlines and flawless skin on various TV commercials?
These ads seemed to work during the first few years of their run. However, it didn’t take consumers long enough to criticize the industry for trying to sell to them using “flawless” images that were mostly “false.”
A lot has changed in the last decade in terms of marketing different products and services. Nowadays, appearing “picture perfect” and idolizing the “perfect” human no longer do the trick.
Consumers, especially millennials and Gen Zs, want transparency, and if a particular brand doesn’t offer that, they quickly look for information elsewhere.
The Age of Authentic Marketing
Take a look at the business and marketing strategies of brands like Patagonia and Aerie. If you observe closely, you’ll realize they have one characteristic in common:
They both serve their customers through transparent morale, and that effectively landed them spots as favorite brands across the board.
Be it through gearing their mission towards sustainability, providing facts to help their customers make better decisions, offering extended sizes on clothing, or promoting the use of un-Photoshopped models, these brands’ authentic marketing is at heart.
What else?
By eliminating the superficial factors in marketing, these businesses are able to cut through the clutter and relate to their target audience.
Today, let’s focus on the life of a young businesswoman whose business is making waves due to authentic and transparent marketing too:
Emma Chamberlain!
Photo from New York Post
Chamberlain is a California-based lifestyle YouTuber who has a carefree attitude and an exceptional love for coffee. With 11.9 million subscribers on YouTube, and 16.2 million followers on Instagram, she has risen to fame with her unapologetic and unfiltered humor.
Today, she continues to grow as an influencer and entrepreneur with the launch of her own coffee line, Chamberlain Coffee; her podcast, Anything Goes; and a series of collaborations with luxury brands Louis Vuitton, Off White, Calvin Klein, Bliss Skincare, and Curology.
Chamberlain Coffee: Your Relatable Coffee Brand
For Chamberlain, coffee is not just a drink but also a lifestyle. In fact, the drink has become a part of her brand and personality, and you’ll never see her without a cup of coffee on hand in her vlogs and other videos!
She also touched on this point on her business’ website and said coffee is her way to connect with others, share moments with them, and get stuff done.
… and since coffee has always been a huge part of her life and daily routine, she decided to share her love for it with the world in a way she felt was right—through her own coffee line.
So, what makes Chamberlain Coffee unique?
- Sustainable, Eco-friendly, and Innovative Packaging
With a busy schedule, Chamberlain needed a coffee that tastes good AND “travels well.” Frustrated that she couldn’t find an easy way to make delicious, eco-friendly coffee at home or while traveling, she decided to ditch the idea of using machines and plastic pods when creating a coffee brand of her own.
Her solution?
The “Chamberlain steeped bags” that can be added to water—think about tea bags but in coffee form!
Photo from Insider
Unlike non-organic coffee, Chamberlain makes sure her blends stay away from chemicals and fertilizers that are harmful to the body and to the environment.
Aside from steeped coffee bags, Chamberlain also sells mason jars, stainless steel straws, mugs, coffee to-go cups, tote bags, and coffee bags in different blends.
- The “Chamberlain Coffee Family”
As an avid coffee-drinker, Chamberlain recognizes the way coffee is consumed varies depending on the consumer—what mood they’re in, what time of day it is, etc.
Wanting to represent all kinds of coffee drinkers, she and her team curated 5 blends to ensure customers have a “coffee for every mood.”
Photo from Tubefilter.com
The Night Owl – For the “professional all-nighters, nerdy and curious, self-reflective and philosophical, and ‘woke’ and wise.” This is a dark roast blend with 60% caffeine level.
The Early Bird – For the “early risers, overachievers, and the always-a-little-too-busy.” This is a light roast blend with 100% caffeine level.
The Careless Cat – For the “solo riders, introverts, the can’t-be-bothered, and the me-time-is-prime-time.” This is a medium roast blend with 40% caffeine level.
The Social Dog – For the “intense and spontaneous, jolly and naive, the happy-go-lucky, and the all-about-sharing-is-caring.” This is a medium roast blend with 80% caffeine level.
The Family Blend – A combination of the 4 other blends, this is a medium roast blend with 80% caffeine level.
- Marketing that Doesn’t Feel Sales-y
Chamberlain makes sure her business’ billboard ads, social media posts, website, etc. are not pushy or sales-y. According to her, it’s just a combination of the right kind of fun, vibrance, dynamics, enthusiasm, personality, and transparency.
Chamberlain also shares her own coffee recipes on the website so customers can have inspiration. These include iced coconut lattes, cold brew milkshakes, spiced coffee, Nutella hot coffee, iced mint lattes, coffee ice cubes, and more.
… and sticking to her reputation as content creator, Chamberlain accompanies these recipes with how-to-make videos too.
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Who would’ve thought that at an early age, Chamberlain would go from being a popular YouTube icon to becoming a successful entrepreneur?
To say the least, she has created a successful brand for herself by attracting fans with her transparency. That’s why when she launched Chamberlain Coffee, she also made sure her products are of high quality and are sustainably sourced so people feel good about what they’re sipping.
We hope today’s “Marvel” inspired you to do your best in your field of expertise too!
Always remember that in today’s business landscape, consumers are looking for trustworthy brands. So, start thinking of strategies that will effectively appeal to your target market while also maintaining the authenticity and transparency of your offerings.
Have a great start to the week!
(This article is from The Business Builder Daily, a newsletter by The I Institute in collaboration with MBO Partners.)
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About The Dynamic Marketing Communiqué’s
“Monday Marketing Marvels”
Too often, industry experts and the marketing press sing the praises of some brand or company’s marketing strategy.
… only for the audience to later find out that its product was a flop, or worse, that the brand or company went bankrupt.
The true ROI in marketing can’t be separated from the business as a whole.
What good is a marketing case study if one can’t prove that the company’s efforts actually paid off?
At the end of the day, either the entire business is successful or it isn’t. And the roles of marketing and communication are always paramount to that success.
Every Monday, we publish a case study that highlights the world’s greatest marketing strategies, marketers, and communicators.
However, the difference between our articles and the numerous ones out there is that we will always make certain that the firm really did generate and demonstrate earning power worthy of study in the first place (compliments of Valens Research’s finance group) in keeping with a person’s leadership skills in the area of marketing and/or communication.
We’ll also study the greatest marketing fails and analyze what they did wrong, or what they needed to improve. We all make our mistakes, but better we learn from others’ mistakes—and earlier, rather than later.
Hope you found this week’s marketing marvel interesting and helpful.
Stay tuned for next week’s Monday Marketing Marvels!
Cheers,
Kyle Yu
Head of Marketing
Valens Dynamic Marketing Capabilities
Powered by Valens Research
www.valens-research.com
