Tala Coffee Roasters - Cannonball Cold Brew Cans
Some product launches start with a new idea. This one started with a goal the Tala team had been holding onto since 2017.
The launch of Cannonball Cold Brew in cans marked an exciting milestone for Tala, bringing its familiar, smooth cold brew into a ready-to-drink format. After years of exploring what it would take to make canned cold brew without compromising on quality, Tala partnered with Nordskov Coffee Roasters to develop a recipe that could bring the café experience into a convenient, ready-to-go format.
To introduce the launch, we built anticipation with a teaser email that hinted at the long-awaited project before revealing the finished cans the following day. A supporting blog story by one of our owners took readers behind the scenes, sharing the years of planning, experimentation, and collaboration that made the launch possible.
Together, the campaign turned a new product release into a bigger brand moment, connecting an eight-year ambition with a product customers could finally take home.
Product Launch Campaign
Website Product Launch
Brand Storytelling
Social Media
Email Marketing
The Execution
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Developed a multi-touchpoint email campaign to build anticipation, tell the story behind the launch, and introduce Cannonball Cold Brew Cans to our audience. From the initial teasers to the official product reveal, educational blog features, and follow-up promotions, each email had a distinct purpose in moving the launch forward. The goal was to create excitement around a longtime dream while giving customers plenty of reasons to discover (and enjoy) our newest format.
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Developed social content and campaign copy that brought the Cannonball launch to life across channels. From playful teaser posts to behind-the-scenes storytelling and product-focused promotions, the messaging balanced Tala's conversational personality with the story behind a longtime dream finally becoming a reality.
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Incorporated educational and behind-the-scenes blog content into the launch strategy to give customers a deeper look at the product and the process behind it. Promoted two articles written by co-owner Joanna Tong: one exploring the journey of developing Cannonball with Nordskov, and another diving into why we love cold brew. These editorial touchpoints added depth to the launch, built product knowledge, and gave our coffee-curious audience even more reason to connect with the brand.
We are still offering & marketing this product. Stay tuned for more!
Email Marketing & Campaign Strategy
Email is often our first touchpoint when introducing something new to the Tala community, making it an important part of building excitement around a product launch. For Cannonball, we wanted to build anticipation around a longtime dream becoming reality while giving customers a look at the story, process, and people behind the product. A planned series of emails took our audience from the first hints of something new to the official reveal, with educational content and follow-up promotions keeping the conversation going long after launch day.
01 / Something Big Is Brewing...
Kicked off the campaign with a playful teaser built around everyday coffee-related inconveniences. A little humor, a few relatable scenarios, and just enough mystery to get people wondering what Tala had up its sleeve.
02 / We've Been Dreaming of This for a Long Time
A nostalgic, story-driven teaser looking back at a goal that had been on Tala's annual vision board since 2017. Rather than immediately revealing the announcement, this email leaned into the history behind the idea, building an emotional connection and leaving readers curious for the big reveal.
03 / Cold Brew, Now in Cans
The official Cannonball Cold Brew Cans launch! Introduced a longtime Tala favorite in an entirely new format, emphasizing the convenience of bringing our signature cold brew wherever the day takes you.
04 / A Summer Duo Worth Sipping
A cross-promotional campaign pairing Big Juice Summer Blend with Cannonball Cold Brew Cans. Connected two summer launches through a shared seasonal story, highlighting different ways to enjoy Tala coffee throughout the summer.
05 / Cold Brew or Iced Coffee?
An educational, blog-driven email tapping into a classic coffee debate. Used an approachable, conversational hook to introduce Joanna's article on the differences between cold brew and iced coffee, giving coffee lovers a reason to learn a little more about what's in their cup.
06 / Fresh Cans Just Landed
A restock announcement celebrating the return of Cannonball Cold Brew Cans, fresh off the Nordskov production line. Used the opportunity to bring the product back into the spotlight and remind customers they could find it at any of our three cafés or order through Neighborly delivery.
Social, Copywriting & Brand Storytelling
01 / The Long Road to Canned Cold Brew
Took readers behind the scenes of a product years in the making, sharing the journey from an idea on the annual vision board to a finished product. The story highlighted Tala's collaboration with Nordskov, the recipe development process, and the work that went into getting Cannonball into a can.
Blog & Editorial Storytelling
A product launch shouldn't simply begin and end with the announcement. We wanted to give customers a look at the story behind Cannonball Cold Brew, creating meaningful touchpoints throughout the launch that went beyond simply promoting a new product.
The blog content helped build that connection from two different angles: taking readers behind the scenes of the years-long process of bringing canned cold brew to life, then highlighting why cold brew has always been such a beloved part of the Tala lineup. Educational and editorial content gives customers more context, builds brand affinity, and helps turn product interest into genuine excitement.
Both articles were written by co-owner and COO Joanna Tong, with the blog promotion and launch marketing incorporated into the broader campaign.
Product & content available via Tala Coffee Roasters website & social platforms
02 / Why We Love Cold Brew
A more educational, opinion-driven piece exploring the cold brew vs. iced coffee debate. The article dives into brewing methods, flavor differences, and a little coffee science, giving readers a deeper appreciation for the product while naturally connecting the story back to Tala's cold brew offerings.