Eight O’Clock Coffee Launches “The Cupping Room” – a Digital Campaign Featuring Comedian Jim Breuer and Eating Champion Takeru Kobayashi


Montvale, NJ, May 8, 2012 – Eight O’Clock® Coffee, America’s Original Gourmet Coffee brand, may date back to 1859 – but the company’s latest initiative shows it is fresher than ever in its approach to reaching coffee consumers. The new digital campaign called “The Cupping Room” brings together an unexpected duo – Hollywood funnyman Jim Breuer and competitive eating champion Takeru “Kobi” Kobayashi – in a web video that serves as the heart of the campaign. Viewable at TheCuppingRoom.com, the video is being supported via a Reddit.com “AMA” (Ask Me Anything) online interview with Breuer and integrated social media tactics. Eight O’Clock Coffee’s digital campaign breaks, of course, on May 8th.

Cupping refers to one of the quality control techniques Eight O’Clock Coffee utilizes to ensure high-quality bean selection and consistency between batches – resulting in the gourmet taste generations of coffee drinkers have known and loved for over 150 years. In “The Cupping Room” video, Eight O’Clock allows Breuer and Kobi behind the scenes into their cupping room to learn more about this technique. The comedy that ensues underscores the brand’s sense of humor – along with its commitment to make great coffee. Breuer’s hour-long live Reddit AMA at 11am Eastern on the day of the video launch will drive buzz while connecting with fans. The campaign will take over Eight O’Clock Coffee’s Facebook, Twitter, Pinterest and YouTube accounts, offering “fan extras” such as outtakes, prize opportunities and more.

This digital campaign is focused on reaching modern audiences – in terms of subject matter and delivery.  “We’re bringing people behind-the-scenes in unexpected ways – by opening up our cupping room and providing 1:1 access to a celebrity comedian,” said Stephen Brown, Associate Brand Manager, Eight O’Clock Coffee. “Coffee drinkers are pleasantly surprised to discover Eight O’Clock Coffee’s gourmet taste at our reasonable price point – and bringing Jim Breuer and Kobi together is another unexpected surprise we believe will delight.”

The campaign is being handled by The S3 Agency (Boonton, NJ). To see “The Cupping Room,” visit TheCuppingRoom.com. For Jim Breuer’s “Ask Me Anything” Reddit Session, go to Reddit.com at 11am Eastern on May 8, 2012. For more information about Eight O’Clock Coffee, visit eightoclock.com, Facebook.com/EightOClockCoffee or @8oclockcoffee on Twitter.           


Press: For more information, or to schedule an interview, please contact Lori Faigin at The S3 Agency at (973) 257-5533 or lfaigin@theS3agency.com

About Eight O’Clock Coffee

Eight O’Clock Coffee has been delighting coffee lovers for over 150 years and was named one of ‘America’s Greatest Brands’ in 2010. Best known for their #1-selling whole bean coffee and top-rated 100% Colombian coffee, Eight O’Clock offers a full line of gourmet coffee varieties in ground and whole bean forms. Eight O’Clock Coffee is roasted and packaged in Landover, Maryland and available at most U.S. retailers where groceries are sold. Eight O’Clock is part of the Tata Global Beverages family of brands. For more information about Eight O’Clock Coffee, visit www.EightOClock.com.