AUSTIN, Texas, US – Super Coffee, the number three ranked bottled coffee brand in the US behind Starbucks and Dunkin’, continues to revolutionize the good-for-you coffee market and today, announced the expansion of their mission to mass-produce positive energy globally with a new campaign, “Add Something Positive”.
In order to accomplish this, Super Coffee is calling upon consumers to spread positive energy through “Deliberate Acts of Positivity” with a TikTok Challenge kicked off by fitness influencer Demi Bagby, along with a variety of content creators who will produce digital content on Instagram, YouTube, and Pinterest to encourage consumers to perform acts of positivity and inspire their followers to do the same.
“Super Coffee was born from the idea of removing negative ingredients and replacing them with positive ingredients. As we continue to thoughtfully build the Super Coffee brand, it’s important to us that we are deliberate with our choices and let our values drive our decisions,” said Founder and Oldest Brother, Jordan DeCicco. “This Campaign is a reflection of who we are as a brand; it’s our belief that if we see something that can be improved upon, we might as well add something positive.”
Nearly six years since launch and revolutionizing the good-for-you coffee category, the brand continues to promote health and wellness with the elimination of sugar from the American diet. In 2020 alone Super Coffee helped eliminate over 4,405,627 pounds of sugar and is on track to eliminate over five million pounds of sugar by the end of 2021. Now more than ever, consumers are needing more positive energy, with many stressors and desires in their everyday lives. Super Coffee is launching the “Add Something Positive” campaign to bring positive energy and happiness to an overworked, stressed-out generation.
“Over the last year we’ve spent a lot of time focused on the brand and what we want to build here at Super Coffee. The Add Something Positive Campaign is our foundational brand campaign meant to ignite a movement of Positive Energy,” said Chief Marketing Officer of Super Coffee, Tori Hanna. “We all have choices to make each day, what we put into our bodies or how we react to day-to-day life. We are a values-based brand and we want to encourage people to make the choice to Add Something Positive to themselves, society, or someone else through Deliberate Acts of Positivity.”
Super Coffee: Engaging content that triggers good
To enable this behavior, Super Coffee is calling upon partners such as Connor Carrick, Dan Churchill, Andrew King, Monica Jones, Victoria Brown as well as investors, celebrity partners, loyalists, and every day inspiring people alike to support.
This TikTok challenge will be divided into three pillars throughout the month – Someone Else, Self, and Society. This will task consumers to Add Something Positive in all aspects of their lives: for themselves, the people around them as a community, and a single person’s life. Winners of the challenge will be selected and sent surprises from Super Coffee each week.
In addition to TikTok Challenge, the brand will invest heavily in digital and social content, digital advertising, curated Spotify playlists, retail marketing and field marketing activations as well as merchandise giveaways and pop-up activations nationwide at Barry’s Bootcamp and Soul Cycle locally in Hamptons. This will encourage deliberate acts of positivity throughout the nation with the brand projecting over 162 million impressions.
The three DeCicco brothers, who are all former D1 student-athletes, Co-Founded the brand with a goal to create a world where everyone is energized and inspired to create positive change in their lives, and the lives of others, for a collective brighter future. Today, Super Coffee is the fastest-growing bottled coffee brand in the US (Inc. 5,000, 2020) with Notable investors and endorsers such as Alex Rodriguez, Jennifer Lopez, Kevin Hart, Amy Jo Martin, Aaron Rodgers, Patrick Schwarzenegger, Baron Davis, Boomer Esiason, and more.
