Coke rolls out global launch of coffee beverages in Toronto

The Coca-Cola Company is getting into the coffee business and it's testing the waters in Canada's lucrative $5.2 billion java market (including café and grocery store sales) with the September 22 launch of its new Far Coast and Chaqwa brands. The aim is to help Coke customers such as QSRs, gas stations and restaurants serve café-quality coffee, including espresso and cappuccinos, without the fancy equipment and specially trained baristas.

The Far Coast line targets more upscale clients like Windsor Arms and Yorkville's trendy restaurant Flow, while Chaqwa is going after gas stations and movie theatres. The latter is already available at Silver City Richmond Hill and the Village Market in Port Credit.

The launch includes a Far Coast concept store in Toronto's trendy Yorkville area that Coke honchos see as a valuable tool for gauging consumer feedback. 'The concept store is really a marketing tool ... it's part of our full-learning plan,' explains Silvio Annosantini, premium brewed beverages business development director, Coca-Cola Canada. While the café isn't set to open until September 22, Rogers and Bravo will be broadcasting updates from the shop during the Toronto International Film Festival.
By Annette Bourdeau
September 7, 2006

The Coca-Cola Company is getting into the coffee business and it’s testing the waters in Canada’s lucrative $5.2 billion java market (including café and grocery store sales) with the September 22 launch of its new Far Coast and Chaqwa brands. The aim is to help Coke customers such as QSRs, gas stations and restaurants serve café-quality coffee, including espresso and cappuccinos, without the fancy equipment and specially trained baristas.

The Far Coast line targets more upscale clients like Windsor Arms and Yorkville’s trendy restaurant Flow, while Chaqwa is going after gas stations and movie theatres. The latter is already available at Silver City Richmond Hill and the Village Market in Port Credit.

The launch includes a Far Coast concept store in Toronto’s trendy Yorkville area that Coke honchos see as a valuable tool for gauging consumer feedback. ‘The concept store is really a marketing tool … it’s part of our full-learning plan,’ explains Silvio Annosantini, premium brewed beverages business development director, Coca-Cola Canada. While the café isn’t set to open until September 22, Rogers and Bravo will be broadcasting updates from the shop during the Toronto International Film Festival.

Consumer-facing campaigns for both brands are set to roll out in the Toronto area this week, including print, OOH and DM efforts. Toronto-based promo agencies Mosaic and B Street (CHK) are working on yet-to-be disclosed launch promotions in the Toronto area, while global campaign creative was developed in the U.S. Concept stores are also opening in Norway and Singapore. The brands are expected to hit the U.S. market in the next six to 12 months.