The Challenge

At 75 years and counting, Chock full o'Nuts remains as vibrant as that first cup in the morning, yet faces fierce competition from other major coffee brands. To remain an industry leader, the company needed to expand its national customer base and improve awareness among younger, brand-conscious consumers. Chock full o'Nuts turned to Flightpath to transform its existing web site into an enticing online destination. If chockfullonuts.com could somehow reflect the energy of Manhattan, the brand's hometown and enduring inspiration, the site would succeed in synch with the client's marketing goals.

The Solution

Flightpath positioned contemporary Latin, R&B and gospel versions of the classic Chock full o'Nuts jingle at the center of the company's online rebirth. The hip new renditions paid homage to an icon of brand identification dating back to 1954 while creating a strong core for the new marketing and brand awareness campaign. A user-controlled interactive timeline merged historic dates and images from the brand's past with the latest Flash technology. Online contests and promotions, like Hear Chock Rock and the Spectacular Morning sweepstakes, continue to involve users, encourage product sampling, drive site traffic and build a customer database for effective direct marketing initiatives.

The Result

An inventive and engaging web site that retains Chock full o'Nuts' time-honored integrity while creating a customer experience that's more culturally relevant and increases product sales and sampling.