Eight O'Clock Coffee Serves Up New Packaging

24 Sep 2010 --- The new packaging unifies our brand family in a contemporary, more appetite appealing fashion while maintaining key equities appreciated by our current consumers.

Eight O'Clock Coffee is the 1 retail whole bean coffee brand in the U.S., and is also one of the oldest, most proven coffee brands since 1859. This September, after a century and a half of coffee experience, several changes of ownership and growth that has brought it to supermarkets across the U.S., Eight O'Clock will give its same great tasting coffee a new look to bring it firmly into the 21st century. The new packaging will be making its way onto retail shelves as early as next week on an item by item basis.

"We may be 151 years old, but we don't have to look it," says Alisa Jacoby, Senior Brand Manager at Eight O'Clock Coffee. "The new packaging unifies our brand family in a contemporary, more appetite appealing fashion while maintaining key equities appreciated by our current consumers." Jacoby explains that the brand promise sharing a high-quality coffee tradition will remain the same, and there will be no change to the great-tasting product inside the bags.

* The brand's logo has been refreshed while keeping its classic feel, making it easy for consumers to identify on shelf.
* The bags will retain their familiar color coding for the brand's many varieties: red for Original, brown for 100% Colombian, violet for Dark Italian Roast, black for Bokar, and so on... but the color will no longer dominate the entire bag. Now, all bags in the Eight O'Clock Coffee family will have a subtly textured light background, with color coding contained in a box on the front of the bag around the variety name as well as on the sides of the bag.
* Photography and color callouts on packages will differentiate between ground and whole bean varieties.

The new look was developed with extensive consumer input, including last year's Eight O'Clock Coffee Packaging Makeover Sweepstakes, which was timed to coincide with the brand's 150th Anniversary. During that online promotion, fans of Eight O'Clock Coffee voted for their choice of two new bag designs. Fittingly, the brand will once again offer an on-line application to provide a fun way to reinforce its new look while offering free coffee giveaways.

The great taste of Eight O'Clock Coffee has been delighting coffee lovers for over 150 years. Best known for their 1-selling whole bean coffee and Top-Rated 100% Colombian coffee, Eight O'Clock offers a full line of gourmet coffee varieties in ground and whole bean forms. Eight O'Clock Coffee is roasted and packaged in Landover, Maryland and available at most U.S. retailers where groceries are sold. Eight O'Clock is part of the Tata Global Beverages family of brands.