Ep 322: Chamberlain Coffee Taps the $15B Canned Coffee Biz with Celebrity Brand CMO Liz Ahern
DTC Podcast · with Liz Ahern · July 17, 2023 · 31 min
Summary
Chamberlain Coffee's CMO Liz Ahern shares how the brand is aggressively expanding into the $15B canned coffee market. The episode details leveraging celebrity founder Emma Chamberlain, implementing effective retail and OOH strategies, and optimizing creative testing with a focus on static ads. This is a must-listen for DTC operators looking to scale through retail and master celebrity-backed marketing.
Key takeaways
Utilize market-level sales data to inform and refine your retail expansion and product strategies.
Prioritize static image ads for consistent performance, even when testing UGC and video, as they often prove most effective.
Implement out-of-home (OOH) advertising to drive retail traffic and brand visibility, understanding its direct impact on in-store sales.
Leverage celebrity founders authentically to build strong brand communities directly influencing sales, acknowledging that their audience can be your primary customer base.
To Subscribe to DTC Newsletter - https://dtcnews.link/signup Attention Shopify merchants! Acquire new shoppers across the open internet, retarget previous visitors, boost sales, and retain your best customers with Criteo. Visit www.criteo.com/dtc to get started.* Hello, and welcome to the DTC podcast. Today we're having a coffee with Liz Ahern, CMO at Chamberlain Coffee, about her journey from 7 years at Redbull to leading growth at Emma Chamberlain's Coffee company as they move aggressively into the canned coffee market, a $15B global market with growth estimates of $20B by 2029. Listen in and learn about Chamberlain's aggressive moves in retail, the best ways to leverage a celebrity founder and the static ads that consistently win out for Liz and Pilothouse. We cover Liz's Out Of Home activations and their impact on retail....not to mention the best lessons Liz learned at the best-in-beverage brand Redbull, as well as at Harvard...(and mine at the Harvard of the North)... I have a new tool that uses AI to adjust my eyes so it looks like I'm looking at the Camera, called Veed. I'll send you the logins and maybe you can run all these intros through it to help make them more authentic on YouTube. Timestamps:
00:00 Introduction to Chamberlain Coffee and Liz's background
07:30 Leveraging market-level sales data for insights
13:00 Testing creative styles: Static images vs. UGC and highly produced videos
18:40 Embracing experiential marketing and driving trial
25:30 The majority of customers coming through Emma Chamberlain's influence Hashtags:
#ChamberlainCoffee #RetailStrategy #D2CPodcast #CreativeContent #emoti
Utilize market-level sales data to inform and refine your retail expansion and product strategies.
What does this episode say about retail & omnichannel?
Prioritize static image ads for consistent performance, even when testing UGC and video, as they often prove most effective.
What does this episode say about brand & content?
Implement out-of-home (OOH) advertising to drive retail traffic and brand visibility, understanding its direct impact on in-store sales.
What does this episode say about paid acquisition?
Leverage celebrity founders authentically to build strong brand communities directly influencing sales, acknowledging that their audience can be your primary customer base.
