Opened in 1963, The Coffee Bean & Tea Leaf has long held the reputation as Southern California's "original" coffee house.
However, as competing chains rally for a share of the specialty-coffee market, the company realized that it had to do something to stand out from the pack to build brand awareness and reach a new generation of java-swilling customers.
Strategy
To coincide with the launch of its "Extreme It" campaign, The Coffee Bean worked with AOR JS2 Communications and entertainment marketing firm ...