PROBLEM Marley Coffee was started in Jamaica by Bob Marleyâ€™s son, Rohan. The brand has a limited presence in U.S. stores and is missing a major opportunity to gain market share in the rapidly growing organic coffee industry.
SOLUTION Use Jamaican language and popular Bob Marley lyrics to emphasize the mellow, smooth, and lively qualities of Marley Coffee.
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in p p e st
ght beat. u a c ng y. e a d b o r w n’t tive i s Do o the po t e h t for y wa e e k m Ma o s
E V O p. L u c E N r w
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io ou ja thm. t a bin got y e rhy m i o it e ir Ac h t to
Marley Coffee bags were redesigned in order to better communicate the unique flavor and vibe of the coffee through the use of Jamaican phrases and well-known Bob Marley lyrics.
These Marley Coffee branded spoons will be given to those who purchase a bag of coffee online or at a trade show.
Marley Coffee ads will appear on the online music sites Pandora, YouTube, and Grooveshark when a listener chooses to play Bob Marley or another similar artist. When clicked, the ads will take the listener to the Marley Coffee website.