Tala Coffee Roasters - Big Juice Summer Blend
A bit of summer in every cup.
Everyone loves a good blend, and we'd never launched a summer-specific one before, so Big Juice was the perfect excuse to have some fun. Think bright, playful, sunshine-soaked summer energy, from the name and visual direction to the campaign messaging. We built anticipation with a series of teaser posts hinting at something new on the horizon, followed by a full launch across email, social, and blog content.
The goal was to sell more than just a new coffee. It was to sell the feeling of summer, giving our audience something fun to look forward to and bringing a little seasonal personality to the Tala lineup.
Campaign Execution
Copy & Content Writing
Email Marketing
Online Product Launch
Social Media
The Execution
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Developed and executed an email campaign that carried Big Juice from its first teaser through the final roast of the season. The series balanced playful, curiosity-building announcements with product storytelling, educational content, and seasonal promotions. Each email gave customers a new reason to engage with the coffee and kept the momentum going throughout the summer.
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Developed social content and campaign copy that brought Big Juice’s playful summer personality to life across channels. A series of teaser posts hinted at the upcoming launch and built curiosity before the blend was revealed, followed by product-focused content highlighting its flavor profile, inspiration, and unique co-fermentation process. The messaging leaned into the fun, seasonal spirit of Big Juice while giving our audience plenty of ways to get to know the coffee.
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For Big Juice, the blog content gave us a chance to take the story beyond the product announcement. We featured two articles that approached the blend from different angles: one taking readers behind the scenes of its development, and another breaking down the science of coffee co-fermentation. Together, they added depth to the launch, offering both a closer look at the creative process behind Big Juice and an educational perspective on what makes it unique. I incorporated both pieces into the broader campaign to give our audience more ways to connect with the coffee.
01 / Email Marketing & Campaign Strategy
For Big Juice, email was a way to capture the personality of the blend before customers even had a chance to taste it. We kicked things off with a series of teasers designed to get people curious about Tala’s first-ever summer blend, then carried that energy through the launch and the months that followed. From sharing the inspiration behind Big Juice to breaking down the co-fermentation process and pairing it with Cannonball Cold Brew for a summer collaboration, each send offered a new angle on the coffee. The campaign kept Big Juice in the conversation all season long, building a story around the blend that was just as fun as the coffee itself.
01 / Something BIG Is Brewing
A playful, riddle-style teaser that gave our audience the first hint that something new was on the way. The goal was to spark curiosity without revealing too much, giving Big Juice a little mystery before launch.
03 / Big Juice Is Here for the Summer
Gave our audience an early look at the new blend with an exclusive first opportunity to try it. This email shifted the campaign from teasing to introducing the product, giving subscribers a chance to get in on the excitement ahead of the full launch.
02 / A Throwback to the Dream
Took a step back to share the inspiration behind Big Juice and the idea that had been in the works for some time. This email introduced the story behind the blend, building a personal connection before the official reveal.
04 / Dive Into Big Juice
Invited readers to explore the story behind the blend through a dedicated blog feature. This email offered more context around the inspiration and development of Big Juice, giving interested customers a closer look beyond the product description.
05 / What Exactly Is a Co-Fermented Coffee?
A deeper dive into the co-fermentation process behind Big Juice, breaking down how it works and what makes the coffee unique. The email gave curious customers more context on the process behind the flavors in their cup.
06 / A Summer Duo Worth Sipping
Brought Big Juice together with Cannonball Cold Brew Cans in a summer-focused cross-promotion. The email highlighted two different ways to enjoy Tala coffee during the warmer months while giving both products another moment in the spotlight.
02 / Social & Copywriting
07 / Flavored Coffee, Reimagined
Introduced co-fermentation as a fresh approach to developing coffee flavor, challenging traditional ideas of flavored coffee. The email used Big Juice to showcase how this process creates a unique, fruit-forward cup.
09 / Our Final Roast of Big Juice
The final call for Big Juice, letting customers know the last batch was on its way. This email brought the seasonal campaign to a close and gave fans one more opportunity to stock up before the blend was gone.
08 / Summer Won’t Last Forever...
A seasonal reminder that Big Juice was only around for a limited time. With summer winding down, the email added a little urgency and encouraged customers to enjoy the blend while it was still available.
001 / Coffee Co-Fermentation Explained
An educational look at the co-fermentation process and how it influences the flavor of Big Juice. The article breaks down the technique in an approachable way, giving readers a better understanding of what makes this coffee unique.
Written by Maya Johnson.
03 / Blog & Editorial Storytelling
The blog content gave Big Juice a story that went beyond its flavor profile. We featured two articles that helped customers understand both the coffee itself and the thinking behind it: one breaking down the co-fermentation process behind its fruit-forward character, and another going behind the scenes with Head Roaster Keith to explore how Tala approaches blend development. Together, the pieces offered a deeper look at the craftsmanship and experimentation behind Big Juice. I incorporated both articles into the campaign to extend the product story and give our audience more to explore beyond the initial launch.
002 / BTS: Big Juice Summer Blend Development
A behind-the-scenes look at the thought and experimentation that went into creating Tala’s first-ever summer blend. Featuring Head Roaster Keith, the article explores the approach to blend development and the process of bringing Big Juice to life.
Written by Mel Kreppein, featuring an interview with Co-owner Keith Lilja.
