Best Ad Strategies in the Coffee Industry

Why is Coffee an interesting DTC industry to benchmark?

Because it's a product so involved in our lives, with strong habits. The retention rate of such brands is high, as people tend to stick with a product they love.

That is why coffee is a competitive industry.

These recent years, many new players entered the market, with new products and, more importantly, opening new acquisition channels for coffee.

Now, as a coffee brand, there are plenty of ways that you can engage with your audience and catch their attention - in order to drive sales with paid media marketing.

We spent days carefully curated some of the best strategies you can implement for your own brand, always with examples. You can download our whole report at this address.

Here are some of the ideas we're going to review:

1. Highlight the main benefits of your coffee
2. Introduce your brand’s commitment
3. Show specific use cases and endorsements
4. Share social proof and customer testimonials

Let's get to it!

1. Highlight the main benefits of your coffee

Everyday Dose uses the Benefits Approach type of social media ad to convince potential customers to purchase.

We find this ad effective because of several best practices they’re using:

• They show a significant statement in the first 3 seconds of the video. The “Here’s how I healed my gut with MUSHROOMS & NOOTROPICS” is a great ad hook as it sounds like a nutritional tip, a secret to be revealed, and a solution to a health problem. This type of statement captures the audience’s attention because of its relatability.
• They discuss the benefits of the product in detail with corresponding ingredients that were actually shown in the video. It is better than just showing the nutritional facts written on the packaging. It’s more informative, more engaging, and transparent.
• They tackle an essential aspect of the product which is the taste. They show how one can enjoy the goodness of a coffee without the guilty feeling that is usually associated with coffee products. It’s a great way of addressing a significant objection.

Here’s another interesting use of video ads.

Cometeer highlights 3 main benefits that can be a deciding factor when purchasing something that’s consumed on a daily basis like coffee. In their ad, they’re highlighting:

• The speed and convenience of their coffee solution compared to waiting in coffee shops
• They also highlight the cost savings, both with and without a subscription, ensuring greater value for your money.
• They showed a quick walkthrough of how to order online plus a mention of their welcome discount offer. It’s a nice way to end the video so that customers will be more compelled to buy, keeping in mind the huge discount offer.

2. Introduce your brand’s commitment

We love this advertisement from Javy Coffee for combining several best practices:

• They use ad hooks that are intriguing enough to make you stop scrolling and watch the rest of the video.
• The presentation convinces the audience to stop using disposable coffee pods by showing how it negatively affects the planet. Given that their product comes in a bottle of concentrated coffee, it’s a good way to challenge the competition since coffee pods are widely used nowadays.
• They show how you can personalize your own coffee by displaying different ways to style and prepare it.
• They present all the available flavors with a matching lively background song - a strategy that can be used for retention.

Grind, on the other hand, uses coffee pods but has the same sustainability move to support the planet, particularly the oceans.

In their ad, they discussed how each coffee pod sold can remove two coffee pods from the ocean. They make it even more convincing to buy when they mention the total number of plastic pods being removed every single day.

3. Show specific use cases and endorsements

Javy Coffee uses a UGC-style approach to emphasize the benefits one can get from their product. In their ads, they collaborate with a personal trainer who not only enjoys her coffee but also recommends it to her clients, underscoring their coffee's health benefits. You would notice the following key points they use:

• Stating the “#1 hack” draws attention since hacks are popular in social media nowadays. People are always looking for hacks to save them from a problem. And this approach can get eyeballs towards introducing your product.
• The use of negative statements about a problem followed by the solution (their product). This alternate flow of problem-solution-problem-solution goes on until the end of the video. This course of content is more digestible.

4. Share social proof and customer testimonials

Here’s a nice ad from Death Wish Coffee featuring testimonials from different customers.

And these are the reasons why we find this ad efficient:

• It gives a sense of warmth by featuring random customers being interviewed
• It shows authenticity — you can see that those people just had a fresh cup from a selling van nearby
• They were able to focus the content on their strongest point which is the smell and taste of this new product.

What selling point would you like to emphasize in your ads? And how do you plan to create your next ads? The above takeaways can help you create the best-converting ad for your own coffee brand (or any brand for this matter).