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Swiss Water Decaffeinated Coffee Company, Inc. (SWDCC) debuted its first-ever television spot in the Bay Area market on Feb. 23, 2004. The new attention-getting ad communicates that most consumers have a choice in decaffeination processes (chemical or chemical-free) when purchasing decaffeinated coffee.
The television spot, titled “The Power of Water”, features an annoying woman who complains to her (unseen) neighbor about a variety of things. The unseen neighbor is watering flowers in her front yard and as she becomes fed up with the woman’s complaints, she douses her neighbor with water from her hose. The voice-over says: “Water has some great uses. The SWISS WATER ® Decaffeination Process uses only water to remove caffeine. Most others use chemicals like Methylene Chloride. Look for the SWISS WATER ® logo on premium decaffeinated coffees.” Saatchi & Saatchi Drum, Vancouver, BC, developed the ad creative.
A modified version of the spot will tag Seattle’s Best Coffee’s Organic Twilight ® Decaf. To coincide with the commercials, new POS items for grocery stores and specialty coffee cafes are also in the works.
Reaching 1.15 million cable households in the San Francisco Bay area, the ad will be airing in select cable zones, on the following networks: HGTV, A&E, CNBC, CNN, AMC, HLN, MSNBC, The Food Network, and The Travel Channel. There will be four flights, each three weeks in duration, starting Feb. 23, May 3, Sept 13, and Nov. 22. These stations were specifically selected due to their affinity with SWDCC’s target market, women aged 40-55, who are committed to improving their quality of life by seeking “better for you” foods.
SWDCC president and CEO, Frank Dennis, says, “With the recent hiring of Jodi Foutch, a Northern California sales representative, the commercial will serve as another aid in growing the market, both in terms of consumer awareness, as well as trade buy-in as we strive to expand our distribution and branding.”
Swiss Water Trade PR
Ph: 800.677.6181 x244
About Swiss Water Decaffeinated Coffee Company, Inc.
Swiss Water Decaffeinated Coffee Company, Inc. (SWDCC) decaffeinates premium coffees to a 99.9-percent caffeine-free level. The SWISS WATER® Process is an organically certified, 100% chemical-free, proprietary decaffeination process used by premium roasters and demanded by discerning decaf drinkers around the world. The SWISS WATER® Process is the world's only branded decaffeination process and SWDCC supports its brand through ongoing consumer research and focused consumer advertising. For more information about SWDCC or brokers and roasters that carry SWISS WATER® Process decaf, visit www.swisswater.com.