STORY

Fitter. Richer. Coffee.

With Bulletproof Coffee the Silicon Valley entrepreneur Dave Asprey is revolutionising the enjoyment of coffee. Thanks to his product development, Germany’s favourite beverage is becoming an effective biohacking foodstuff. How? It’s all in the mix. The trio of premium quality coffee beans, pastureland butter and best coconut oil deliver additional energy to body and mind and as a bonus act as fat burner by suppressing the appetite. Public Link assisted the launch in Germany – naturally more energetically than ever – with targeted PR activities and influencer relations.

STRATEGY AND CONCEPT

The it-drink for everyone

Bulletproof Coffee had already wowed coffee fans in the USA and UK, including celebrities like David Beckham, Ed Sheeran and Jessica Biel. To elevate brand awareness in Germany as well, we developed a launch campaign focussed on the individually addressable benefits of Bulletproof Coffee: losing weight without starving, while gaining enhanced performance and concentration. In fact, we positioned Bulletproof Coffee as exactly what it is – an innovative coffee speciality for body and mind.

IMPLEMENTATION

On your cups, ready, steady, go!

Nothing is more convincing than a personal experience. That is why as part of our launch strategy we invited journalists, bloggers, and influencers to drink the coffee – in the form of individual sampling sessions or at stressful and energy-consuming events such as the Berlin Fashion Week.

Public Link supported the German market introduction with a holistic PR branding tool kit, this included, alongside the samplings, initiation of product placements and reviews, as well as media, blogger and influencer cooperations. Our work and the bulletproof energy drink has made an impact: within three months we generated coverage in 65 publications reaching in total 19 million readers/unique users.

SPREAD THE WORD

„The new slimming trick of celebrities.“ In Touch