1850 Coffee & Alexis Ohanian Partner for New “Bold Pioneer” Contest
Celebrating the launch of its new coffee brand, 1850 Coffee, The JM Smucker Company has created “Bold Pioneer,” a contest encouraging aspiring entrepreneurs to bring their bold ideas forward and allow their passions to become their purpose. To celebrate modern-day pioneers and their innate hunger for innovation or altruism, 1850 Coffee is partnering with Initialized Capital and Reddit co-founder, Alexis Ohanian, to kick off the “Bold Pioneer” idea contest.
Entrants are invited to pitch their own enterprising ideas for a chance to be selected as a finalist of the Bold Pioneer Contest and participate in a mentoring session with Ohanian. With a grand prize of USD $18,500, the recipient will foster an impactful idea that makes a difference among today’s trailblazers. The contest is live now and will accept entries through 28 August 2018 via Instagram and Twitter with video entries using #1850BoldContest.
“The official launch of 1850 Coffee and the Bold Pioneer campaign marks our Company’s most significant coffee growth initiative to date,” says Tina Meyer-Hawkes, vice president, coffee marketing, The JM Smucker Company, based in Orrville, Ohio. “Made from fire-roasted and steel-cut beans, 1850 Coffee was crafted with coffee enthusiasts in mind who prefer stronger, bolder blends. Embarking on this bold new endeavor, we could not have picked a better partner than Ohanian. We’re excited for him to not only be a part of this big moment for the brand, but also the journeys of today’s trailblazers as an inspiration and mentor.”
Ohanian, who has a fondness for Ethiopian Yirgacheffe and travels with a hand grinder, kicked off the contest in New York City at an exclusive launch event that featured an 1850 Coffee-inspired “Bold Pioneers” Facebook Live Q&A Session and immersive 1850 Coffee tastings. Inspired by the brand’s roots of San Francisco during the California Gold Rush, the bold and smooth 1850 Coffee pays tribute to the pioneering spirit of JA Folger and embodies the hustle and grind of today’s pioneers.
“Coffee is fuel for so many entrepreneurs and I’m excited that Folgers decided to create the 1850 brand specifically with this ambitious audience in mind,” says Initialized Capital and Reddit co-founder, Alexis Ohanian. “1850 Brand Coffee was made for bold people to help fuel original ideas and inspire new commitments and brave endeavours of today’s pioneers — ultimately being an ally to the hustle of being bold. I’m looking forward to seeing some of the creative pitches through the Bold Pioneer contest and to work closely with the winning entrepreneur to take a step forward in their own pursuits.”
Later this fall, three finalists will appear in front of a panel of judges and sponsor representatives to pitch their bold ideas. Ohanian will not only judge the presentation of pitches, but also mentor the finalists to help address their unique idea challenges and make their dreams a reality. The finalists’ pitches will be recorded and shared online for viewers to vote on their favourite Bold Pioneer idea, with a grand prize winner selected in December.
The Bold Pioneer initiative is supported through a full 360 marketing campaign including its new “Not Pressed for Time” ad spot. The campaign is also supported through ongoing digital, social, PR and paid media execution, as well as a partnership with Forbes 30 Under 30.
For more information on the 1850 Bold Pioneer contest or to learn how to submit your original idea, visit 1850coffee.com and see “Rules for Contest.”
1850 Coffee is available at retailers nationwide in Ground, Whole-Bean, and K-Cup Pods in four new blends:
•Black Gold Dark Roast – a smooth cup balanced with dark chocolatey notes and sweetness;
•Trailblazer Medium-Dark Roast – with notes of strong roasted nut flavors with chocolate undertones;
•Pioneer Blend Medium Roast – a bold, balanced and smooth cup with hints of roasted nuts;
•Lantern Glow Light Roast – notes of lemongrass and jasmine tea with sweet, lemony undertones.
1850 Coffee also offers three Ready-to-Drink flavours, which are currently available in limited distribution:
•Sweet Cream – fire-roasted coffee balanced with sweet cream flavour;
•Mocha – fire-roasted coffee with mocha flavour;
•Vanilla – fire-roasted coffee balanced with creamy vanilla flavour.
“With 1850 Coffee, we wanted to create a purpose-driven brand that celebrates Folgers’ beginning and is authentic to JA Folger’s (the founder of Folgers Coffee) entrepreneurial spirit,” says Geoff Tanner, senior vice president of consumer engagement and quality, The JM Smucker Co.
Tanner adds that while the target consumers are younger coffee drinkers – millennials and Generation Z – the “bold yet smooth taste will appeal to all demographics.”
1850 Coffee is now available at retailers nationwide (1850 RTD Coffee is available at select retailers). For more information on 1850 Coffee, visit: 1850coffee.com.