Tully’s Coffee®, a product within the Keurig Green Mountain, Inc. (“Keurig”) family, has announced today that they will introduce a new look and feel for the coffee brand through a journey up the West Coast. Traveling in a customized camper, the tour will give consumers the opportunity to taste Tully’s® slow-roasted coffee along the way.
Tully’s® coffee roasters approach the roasting process with a focus on “slow and low”, believing that crafting a perfect cup of coffee takes time – just as any good artisan would do –and it’s meant to be savored and shared. In the spirit of that journey, the Tully’s® tour will showcase the effort and reward of striving for perfection – the right way, the Tully’s® way – as the camper embarks on a road trip from San Francisco to Seattle. Normally a 12-hour drive, the Tully’s® “slow and low” journey will take its time, stopping along the way to meet and feature a group of handpicked artisans throughout the trip. These artists, like Tully’s, believe that craftsmanship is essential and will add their own artistic touches to the interior and exterior of the vehicle.
This journey will serve as the official launch of the new Tully’s Coffee® branding. Keurig has refreshed the look of Tully’s® K-Cup® pods and bagged coffee packaging to better reflect the brand’s distinctive aroma and rich, full flavor.
“Throughout this journey, we are honored to work with a community of other makers, doers and craftsmen who embody our values and approach — where the details matter and time is a virtue — these artists will share their craftsmanship in celebration of our own,” said Scott Moffitt, Chief Brand and Beverage Officer at Keurig. “While Tully’s is roasted slow and low, the process of brewing a cup at home is quick and simple with a Keurig® coffee maker. We are excited for consumers up and down the West Coast to experience a true craft coffee experience with Tully’s® K-Cup® pods.”
The brand has tapped into West Coast artisans Meryl Pataky (San Francisco), Elliott C. Nathan (San Francisco) and interior designer Max Humphrey (Portland) to bring their own artistic flair to the camper along the way. The completed customized camper will be revealed on Monday, September 11th at 12:00pm PST in Seattle’s Westlake Square with a special public performance by Grammy, CMA and ACM Award nominated country singer and songwriter Cam.
“Good coffee starts all my mornings across the world with inspiration to execute every step of my creative process with care and individuality. To be passionate about your artistry and what you craft means a great deal to me, and that’s why I admire Tully’s and am proud to partner with them for this performance in Seattle,” said Cam.
Stops along the journey will also include free coffee tastings, where those interested can sample a variety of K-Cup® pods including Tully’s® French Roast, Tully’s® Italian Roast and Tully’s® Hawaiian Blend. Consumers who live in Portland can experience Tully’s® coffees at the Bite of Oregon festival from September 1st to September 4th and consumers who live in Seattle can experience Tully’s® coffees in Westlake Square on September 11th.
Stay up-to-date on the journey by following #TullysCrafted on social media and on www.tullys.com.