This is an excellent piece that speaks to the power of content marketing. Specialty coffee is a saturated market and there is fierce industry competition between shops and large-scale roasting companies. Visibility is a challenge, standing out even more so. The TV spot was very creative, visually excellent, and certainly entertaining.
I'd be curious to see a comparison of Deathwish's growth trends before and after the Superbowl as well as learn about the changes to their client-base - the Superbowl doesn't strike me as the natural market for coffee but it certainly worked! Coffee has a lot to do with branding and brand loyalty. What got them started on their journey from becoming a small business to a nationally recognized brand? I'd love to hear more about their internal efforts.
Great article and great collaboration, thank you.