Digital Moms Frances Pace
Objectives Obviously, having kids is hard. It’s exhausting. Driving them from soccer practice to their violin lessons to a sleepover. And during all of this, they’re extremely annoying a lot of the time. Asking 5,000 questions, screaming, singing, there’s almost never a relaxing moment. Let alone enough time to get a full night of sleep, leading to constant exhaustion. Moms are constantly running on empty and have to be fully engaged all the time, and sometimes just really can’t deal with their children. But, with a coffee pot full of La Colombe and their cold brew in your fridge, moms can tackle the day, and their kids.
Strategy Convince moms age 27-38 with hellions for kids (toddlers and elementary school) that La Colombe coffee will help them deal with their children when they just haven’t got the energy to do so because La Colombe sells both coffee grounds and canned cold brew, so you never have to be without a cup of coffeeyou can even get a subscription to them. And now with the La Colombe Coping app, moms now have a place to vent their frustrations.
COPING
La Colombe Coping is an app for moms to go on and vent their frustrations about their children. They can share the annoying things their kids have done throughout the day and share tips as to how they cope with their kids when they’re at their wits end. You can make an account or have it be anonymous if you don’t want people to know how constantly you’re bitching about your kids. As well, La Colombe Coping will have an ‘I need a coffee’ button for when your kids are being so incredibley annoying, that alerts you to where the nearest coffee shop is, or closest place that sells La Colombe, to help you cope with your kids again.
You’ve listened to Baby Shark 25 times this car ride.
#copingwithkids
I swear if she tells that knock-knock joke one more time... You’ve heard it thirty times already, and it’s really not even that funny. It actually doesn’t make sense at all. We’re here for you. On aisle five, and our new app La Colombe Coping.
#copingwithkids
You have exactly four and a half minutes until he wakes up from his nap. What a luxury that he gets to take a nap. You on the other hand, have been up with him since 5:00 am watching reruns of his favorite animated TV show. And in the time he’s taking a nap, you’re cleaning up the gigantic mess he made in the kitchen. Good thing you now have a place to vent your frustrations, the La Colombe Coping app. And thank god you were just reminded that you have those cold brews in the fridge. #copingwithkids
You have exactly four and a half minutes until he wakes up from his nap. What a luxury that he gets to take a nap. You on the other hand, have been been have up with uphim withsince him since 5:00 am 5:00 watching am watching thatreruns animated of his show favorite with the animals animated TVthat show. he loves. And in the time he’s taking a nap, you’re cleaning up the gigantic mess he made in the kitchen. But thank Good thing god youyou now were have just a place reminded to vent your that frustrations, you have those the Lacold brews in the Colombe Coping fridge. app. And thank god you were just reminded that you have those cold brews in the fridge. #copingwithkids
ConclusionThis campaign will let moms know that La Colombe understands them. They understand that they’re exhausted and that their kids are really annoying. It’ll get people talking about the brand and get them to associate needing to cope with what the day holds with La Colombe coffee. As well, it’ll inspire the target audience to engage with the brand through being able to vent their frustrations. It also has the potential to be transformed into further campaigns for other things that you may need to cope with (College, Coworkers, other family members, significant others).
Thank You!