Aug 3, 2006 6:02 AM, PROMO Xtra, By Amy Johannes

Eight O'Clock Coffee Co. is energizing coffee drinkers and its brand with a new blog that invites customers to share their gripes and thoughts about life, work and coffee.

Eight O'Clock Coffee targets consumers online with a blog

The blog, called The Grind, follows the storyline of a working mother of two who writes about her daily life, and invites visitors to share their own experiences. The first blog entry begins with a quick recap of the weekend and talks about the blogger's boss, nicknamed "Snobicus," and asks advice on how the blogger can break the ice with the chilly boss.

The goal is to connect consumers to the brand in an interactive format, said Jeff Maloy, Eight O'Clock senior brand manager. The blog will run for six to eight weeks.

The Montvale, NJ-based company launched its first blog to perk up its Web site and give customers new, engaging content. "It's a nice way to communicate with consumers and relate with them on a one-to-one basis," Maloy said.

Visitors can download a coupon for $2 off Eight O'Clock beans, and can watch two TV spots that broke on broadcast TV earlier this week. One spot, called "Taste of Sunday Morning," shows people relaxing in the middle of a busy weekday with a cup of coffee, followed by customer testaments to the brand.

In the second spot, "Caffeinated Divas," a woman searches for the perfect cup of gourmet coffee only to find her favorite is Eight O'Clock. The ad highlights results from a recent study that shows consumers prefer Eight O'Clock Original Ground over Starbucks' House Blend two-to-one in a blind taste test. The TV spots will run through December via Respond 2 Communications, Portland, OR. Eight O' Clock handles the Web site and blog in-house.

For more coverage on interactive marketing

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