Seattle's Best Coffee Brews Up Humor in New "Smoother Days" Campaign
Seattle's Best Coffee, acquired by Nestlé in 2022, has launched its first national campaign in over six years. The "May Smoother Coffee Bring Smoother Days" campaign aims to resonate with today's coffee drinkers through relatable humor.
Developed by Haymaker, a Los Angeles-based creative agency, the campaign features actor-comedian Joel McHale. The campaign spans national TV, digital, and social media platforms.
McHale Brings Seattle Roots and Comedic Charm
McHale, a Seattle native who grew up drinking Seattle's Best Coffee, serves as the brand advocate. His comedic style aligns perfectly with the campaign's lighthearted tone.
He really embodied that tone... optimistic but also really realistic: Life can be tough, and you have to find those little moments that can make it a little bit better.
— Courtney Backman, Brand Manager, Seattle's Best Coffee
The campaign includes a series of 15-second spots showcasing McHale navigating everyday challenges, from car trouble to chaotic kids' birthday parties. A 30-second hero spot combines these vignettes.
Exaggerated Scenarios Amplify Relatability
The "Smoother Days" campaign uses hyperbole to create humorous scenarios. While relatable, the situations are exaggerated for comedic effect, such as a hogtied clown at a birthday party.
It was about finding scenarios that...we all felt were very relatable, but hyperbolizing and supercharging them in a way that they were equally as fun and memorable.
— Jay Kamath, Founder and Chief Creative Officer, Haymaker
The campaign's media plan targets a broad consumer base. The creative mix aims to resonate with diverse coffee drinkers across various platforms.
Seattle's Best Coffee hopes this humorous and relatable campaign will solidify its position in the competitive coffee market.
