iCoffee

Redefining a Popular Consumer Product Category

One of the hottest consumer product launches in recent years was iCoffee, a unique and innovative coffee system using proprietary SteamBrew™ Technology. Because this would be the “first new coffee-brewing technology to hit the industry in 50 years,” WCG was tasked with reinvigorating Americans’ interest in brewing great-tasting coffee at home.

Driven by an aggressive national publicity campaign led by WCG, with media relations as the product’s sole marketing channel, iCoffee quickly achieved impressive nationwide media visibility, leading to broader retail distribution and sales.

The product debuted to great fanfare at the International Home + Housewares show in Chicago. The WCG team generated more than 50 top-tier media interviews at the show and provided review samples to more than 180 influential reporters and bloggers immediately afterward.

Within 12 months, iCoffee was featured on the cover of Consumer Reports and appeared on The View, The Doctors, The Rachael Ray Show, and in PARADE Magazine and Better Homes & Gardens.

In 2014, the company expanded its product line with the introduction of a new single-serve coffee machine using its proprietary SpinBrew™ Technology.  Through a variety of consumer marketing activities and an aggressive media outreach program, iCoffee has continued to receive unparalleled earned exposure, with total media impressions approaching 1 billion.

Importantly, the company has also continued to expand its retail distribution and to grow its share of a once-monopolized market category.