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Coffee group kicks off website for national campaign |
01.18.2013
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The National Coffee Association (NCA) has launched MyVirtualCoffeehouse.com, a new website promoting coffee consumption, lifestyle and culture.
Dubbed an "online coffeehouse", the site s designed to promote coffee as a category, without prioritizing specific brands. Its objectives are to give coffee consumers reason to drink more, cultivate strong market segments such as Hispanic-Americans and younger consumers, and reinforce a positive coffee image.
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The campaign emerged from NCA's strategic plan, which includes an initiative to expand consumption promotion efforts during a time of ever-increasing competition for the beverage dollar.
Among the sections of MyVirtualCoffeehouse are Coffee and Your Health; Cookin' with Coffee(c), For the Good Earth, Games & Contests, and Steals & Deals. Select pages of the site will be available in Spanish.
Visitors will be able to upload photos and videos, share personal coffee experiences and preferences on embedded social media links, post and download favorite "cookin' with coffee" recipes and techniques; take surveys and join national contests.
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