Coffee Bean Debuts New #PurpleStrawCam Instagram Filter

Coffee Bean & Tea Leaf is out with a cross media campaign to tout the brand’s iced beverages, notably, the Original Ice Blended drink which promises customers they will “keep cool and summer on.” The campaign includes outdoor, radio, social, mobile, video and online media.

The campaign’s video, directed by The Real McCoys, has a bit of fun with the pronunciation of the word “cool.” Or is it “kewl”?

[youtube]http://youtu.be/EUDzazgbnwo[/youtube]

Aimed at 18-35 year old millennials, radio ads will air in LA and on Pandora with online activity encompassing Twitter, Pinterest, Vine and Instagram.

Much of the online activity focuses on the brand’s signature purple straw. In an ingeniously inventive stunt, the brand’s Instagram followers are encouraged to cut off one inch of the purple straw, hold it up to the lens of their camera phone and snap a shot of their favorite summer scene. Doing so creates a “purple straw cam.” To propagate these user-generated images, Coffee Bean is encouraging people to tag their photos with #PurpleStrawCam.

#PurpleStrawCam Instruction

#PurpleStrawCam in Action

The campaign also includes billboards and bus shelters in Southern California. Select bus shelter posters will promote offers with “secret coupons” written into copy that parody traditional corporate disclaimers.