MADE PR brought together two Bay Area-based industry leaders, Blue Bottle Coffee and Timbuk2, to conceptualize a product that would not only appeal to a new set of consumers for each brand, but drive creative awareness and create a new product category for each company.
In the past, Timbuk2 didn’t have an opportunity to relevantly communicate to food & beverage press and Blue Bottle didn’t have a product to speak to gear and lifestyle media outlets.
MADE PR was responsible for bringing the two partners together to create the Timbuk2 x Blue Bottle Travel Kit, crafting the messaging, and developing a launch strategy to position the product as the “it” holiday gift. MADE implemented a targeted media approach, complete with a a national exclusive in the New York Times’ T Magazine, an NYC media showroom and regional consumer events. As a result, more than 60 print publications and over 100 online media outlets covered the product in less than six months. A snapshot of media results include: Bloomberg Businessweek, Food & Wine, Hypebeast, Los Angeles Times, Men’s Journal, Outside, Saveur, Cool Hunting, Selectism, T Magazine, Travel + Leisure, and Vanity Fair.