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Gen-Z Opps: The Coffee Bean & Tea Leaf launches campaign amid CMO search (Score 49)

 is in search of a new marketing leader since Darrin Kellaris, its former marketing VP of a year, departed for the CMO role at InterDent. While at CBTW, Kellaris's achievements included optimizing and expanding its digital marketing strategy, increasing its loyalty spend by 12% via loyalty and email, overcoming its marketing and product calendaring challenges, enhancing its branding across social, website and email platforms and driving its successful "Friends" partnership pop-up campaign. In his absence, CBTL likely needs all the marketing assistance it can get.

In the meantime, the company debuted a digital ad campaign promoting its Café Latte (view video above). Social listening efforts revealed that coffee consumers found this brand better than competitors' comparatively bitter product. Sellers able to offer high-ROI strategies across digital channels should reach out soon to secure last-minute ad dollars.

CBTL also launched limited-time baked goods and food items that pair perfectly with its Café Latte. Right now, its locations are open and following all COVID-related precautions.

So far this year, Pathmatics reports CBTL has allocated roughly $469.5k toward digital ads. It's already reached more than half of the roughly $819k it spent in all of 2020, and its YTD spend is up 41% from the roughly $333.1k CBTL allocated within the same 2020 timeframe. The company's estimated full-year 2020 spend ($819k) only reached half of that of $1.6m in 2019, but spend has obviously already picked up in 2021. CBTL has earned around 70.1m digital impressions YTD via Instagram (62%), Facebook (32%), desktop display (3%), desktop video (2%) and mobile display (1%) ads.

The company's primary target demographic is currently Gen-Z, as you can see from its sharply increased digital ad spend and notable reliance on Instagram and Facebook advertising. To reach this audience, it may expand into additional digital channels such as OTT and/or podcast, especially once it hires a new marketing head. 

Agency & martech readers - Reach out soon to remain top-of-mind amid this marketing leadership search; a hire will likely lead to agency reviews. CBTL currently works with creative AOR WongDoody CA has handled CBTL's digital, social and media remits in the past.