ABBOTSFORD, Canada —VSSL Gear (VSSL) exists for adventure and focuses on premium products to augment the experience. But what adventure is complete without coffee? VSSL’s newest campaign, “Drink Coffee Outside,” signals a new direction for the brand. The team is committed to fueling any outdoor adventure through coffee with the same attention to detail and innovation VSSL is known for.
The new Nest Pour Over System and redesigned Java Grinder are VSSL’s uncompromising solutions to premium outdoor coffee. No matter where the adventure leads, VSSL believes, a good cup of coffee is a core part of the journey.
“Outdoor coffee is inextricably tied to memorable moments in nature,” says VSSL President David Marsala.
“It can be as simple as brewing coffee on a morning walk or as extreme as brewing a cup on the summit of a peak. We thought about our next steps in coffee, and A compact solution to empower people to brew an epic cup anywhere seemed like the natural progression into outdoor coffee. Our media campaign is a way to show consumers our belief in the value of drinking coffee outside. This is just the beginning for our brand.”
VSSL’s media buy coincides with the Grassroots Alliance Outdoor Tradeshow in Kansas City, MI. This new campaign brings drink coffee outside to strategic audiences watching high-traffic NFL and NHL games to connect with new and existing consumers across the United States and into Canada. Sportsnet will feature thirty-second spots on NHL games across Canada and DirecTV spots on NHL and NFL games across the US.
The inspiration behind outdoor coffee came from the success of the original Java Grinder, a compact and mobile solution to grind fresh beans anywhere. Java’s initial success showed VSSL the demand for premium outdoor coffee experiences. Staying true to its roots, the brand’s approach to drinking coffee outside had to be innovative and unique. The fully modular Nest Pour Over System, redesigned Java G25, and double capacity Java G45 Grinders enable users to bring one system to brew a premium cup of coffee in minutes.
VSSL’s concerted foray into outdoor coffee has been validated since launching the Nest Pour Over System earlier this fall. The VSSL Nest Pour Over Kit + Java G25 Grinder has been recognized as a Semi-Finalist for the 2023 Sprudge Design Awards for Most Outstanding Design Achievement for Vessels. According to Sprudge, this award “honors the outstanding design of mugs, travel tumblers, demitasse, or any form of vessel out of which coffee can be served.”
Furthermore, the Nest System by VSSL has been nominated for the Specialty Coffee Association’s New In Coffee award in the Non-Electric Consumer Coffee Preparation and Serving Equipment category. These nominations underscore the NEST’s versatility and potential to redefine the coffee experience in outdoor and everyday settings.
