How Eggo’s Coffee Launch Took Over 188 Lafayette Street with Two Rivers Coffee
When Eggo decided to make a splash in the coffee industry, they knew a Pop Up would be the perfect way to introduce their new Eggo Coffee Line in partnership with Two Rivers Coffee to the world. They chose Parasol Projects' prime location at 188 Lafayette Street in New York City to bring their vision to life. We had the chance to chat with Scott, Creative Director at Two Rivers Coffee, about the experience, the challenges, and the incredible success of their Pop Up launch.
"Hey, I'm Scott, Creative Director at Two Rivers Coffee. We teamed up with Eggo to create the Eggo Coffee Line, and we're here at 188 Lafayette Street, handing out Eggo coffee," Scott enthusiastically shared as he welcomed guests into the bright, bustling Pop Up space.
When asked if they met their goals for the event, Scott didn't hesitate: "Beyond. It was perfect. The space did everything we needed and more. We ran out of coffee and product for three days straight. The response was mind-blowing-four times the amount of foot traffic we projected. The huge windows drew people in off the street, creating a buzz we never anticipated."
The Essential Role of Pop Up
Scott's insights underscored the growing importance of Pop Up shops in today's retail landscape. "Pop Up are the trend right now, especially immersive ones. We aimed to create an 'Eggo world,' and we did. Pop Ups are a fantastic way to launch products and engage directly with people. In a city like New York, where there are so many diverse crowds, it's invaluable."
Navigating Challenges and Designing Success
While setting up the Pop Up, Scott emphasized that choosing the right location was key. "The space was on top of our list from the start. It's unique, spacious, and perfect for a Pop Up style. The only challenge was exploring other properties, but none matched the vibe we were looking for."
Scott detailed the seamless process they followed: "We got the blueprints, built a 3D render, and then played around with the design. The large windows and open space allowed us to keep it minimalistic yet captivating, which is exactly what we wanted."
The Success Metrics: Exceeding Expectations
Measuring success went beyond sales for Two Rivers Coffee and Eggo; it was about engagement. "Our main objective was brand awareness and to see people smile while handing out our product. We achieved that and more. Our sales and social media engagement skyrocketed. Amazon sales were through the roof, and every day we broke records. It was beyond what we expected," Scott noted.
Marketing Strategy: Influencers and PR Magic
Promotion played a crucial role in the Pop Up's triumph. "We partnered with a solid PR team who did a lot of the heavy lifting and reached out to influencers. We even had a special influencer hour where they got exclusive swag bags, creating a ton of buzz and drawing in people from out of state. That combination of PR and influencer engagement was a game-changer for us," Scott explained.
Advice for Future Pop Up Creators
Scott had one key piece of advice for anyone considering a Pop Up: "Plan as much as you can ahead, but be prepared for the unexpected. And most importantly, have fun with it. Your expectations might just get blown away."
The Eggo Coffee Pop Up at 188 Lafayette Street not only highlighted the power of experiential marketing but also solidified the growing trend of immersive brand experiences. With their space buzzing with activity and their products flying off the shelves, Eggo and Two Rivers Coffee set the bar high for Pop Ups to come.
The Eggo Coffee Pop Up was at 188 Lafayette Street in SoHo, New York from 21-25th August, 2024.
