Taika CEO Michael Sharon on growing a coffee brand during the pandemic

Modern Retail Podcast · with Michael Sharon · April 15, 2021 · 37 min

Summary

Taika, a canned coffee brand, launched during the pandemic and rapidly scaled by focusing on a unique SMS-based customer connection strategy and pivoting to DTC and retail. This episode offers valuable lessons on agile brand building, authentic customer engagement via unconventional channels, and differentiating a product in a crowded market by emphasizing consumer feeling over traditional marketing tropes.

Key takeaways

• Implement a direct, human-centric communication channel like SMS to build authentic customer relationships and gather direct feedback, going beyond transactional interactions.
• Differentiate your product by focusing on the customer's desired outcome or 'destination' rather than solely on product origin or features, especially in commoditized markets.
• Be prepared to pivot your go-to-market strategy rapidly in response to market changes, such as shifting from B2B to a DTC and retail omnichannel approach.
• Leverage a founder's diverse background (e.g., tech and CPG) to inform innovative marketing and operational strategies.
• Use prominent, unconventional marketing elements, like a phone number on packaging, to encourage direct customer engagement and gather product insights.

Themes

Topics covered

Episode description

If you text the phone number on a can of the coffee drink Taika, chances are that a human will respond. This is by design. The company, which boasts a caffeinated canned drink that contains so-called adaptogens, launched in 2020 -- right when the pandemic hit. And it’s used a text-based branding strategy to help it connect with customers. Co-founder and CEO Michael Sharon joined the Modern Retail Podcast this week and spoke about how the company has been able to grow over the last year. Sharon’s background is in tech, hailing from companies like Facebook. His co-founder Kal Freese was a barista champion. Together, they are trying to build a coffee beverage that wasn’t tailored for snobs. “Most of the ways coffee is marketed, is focused on the origin -- like, where does this thing come from? Is it from Honduras? Is it from Guatemala?” said Sharon. “These are just marketing labels and definitions,” he said, adding that most people can’t tell the difference between coffees based on their country of origin. The thesis behind Taika, he explained, is “to focus on a destination.” That is, “how does the coffee make you feel, how’s it gonna make you feel after you drink it after you consume it?” The company also aims to have approachable marketing. That includes having a phone number prominently displayed on the can that people can text at anytime with product questions. While some companies, like Iris Nova, use text as a means for ordering. Sharon said that the SMS strategy was more about fostering a connection with Taika’s customers. Texting, he explained, “is a brand experience touchpoint for us more than anything.” In 2019, Taika began beta testing its selection. Then, the company focused predominately on selling to local businesses like co-working spaces and using those customers to get direct feedback. But when the pandemic hit, the coffee brand had to pivot. It launched both its DTC business, as well as started selling in retail stores around the country. After a roug

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Frequently asked about this episode

What does this episode say about dtc strategy?

Implement a direct, human-centric communication channel like SMS to build authentic customer relationships and gather direct feedback, going beyond transactional interactions.

What does this episode say about brand & content?

Differentiate your product by focusing on the customer's desired outcome or 'destination' rather than solely on product origin or features, especially in commoditized markets.

What does this episode say about retail & omnichannel?

Be prepared to pivot your go-to-market strategy rapidly in response to market changes, such as shifting from B2B to a DTC and retail omnichannel approach.

What does this episode say about customer retention?

Leverage a founder's diverse background (e.g., tech and CPG) to inform innovative marketing and operational strategies.

What does this episode say about dtc strategy?

Use prominent, unconventional marketing elements, like a phone number on packaging, to encourage direct customer engagement and gather product insights.

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