case study

iCoffee: Product Launch

iCoffee launched a new and inexpensive coffee machine that incorporated a unique brewing system to produce high quality single-serve or brewed coffee at a fraction of the cost of competing machines or Starbucks, and engaged WCG to support the launch entirely through earned media.

Media placements
1.1 b

The Challenge:

iCoffee, a creator of innovative coffee brewing systems, wanted to launch a new line of coffee machines in retail. With other coffee equipment competitors in the market, they wanted to reach their target audience through a public relations campaign that communicated the unique benefits of their machines.

Our Solution:

We initiated aggressive and wide-reaching media relations and integrated marketing campaigns to secure product reviews and coverage by media outlets. The campaign focused on how iCoffee’s machines offered an affordable way for consumers to brew café quality drinks at home at a fraction of the cost. We helped iCoffee launch the machines at a tradeshow and set up satellite media tours and additional launch events. We also engaged consumers through a sponsored vlog campaign, influencer sampling and social media strategy.

The Impact:

By conducting our media and marketing campaigns, we helped iCoffee secure more than 9,888 placements, totaling 1.1 billion impressions. There were more than 50 top-tier interviews about the product. iCoffee leadership was featured on the cover of Consumer Reports and appeared in other priority outlets such as The View, The Doctors, Rachael Ray and Better Homes & Gardens. As a result, the iCoffee machines were picked up rapidly at all major retailers, including Bed, Bath & Beyond, Target and Walmart – the client’s national retail sales significantly exceeded their sales goals.

View Other Case Studies


This website uses cookies, including third-party cookies, which allow WCG to obtain information about your visit to the website. Please click here to learn more about the cookies used on this website. By continuing to use this website, you consent to the use of cookies.