Panera fakes exaggerated barista tradition by selling its new espresso subscription service
The whole-hearted barista in Panera's latest advertising campaign takes himself far too seriously – he conjures up acorn-spiced lattes, outrageous foam art and beers enriched with charcoal.
And that's before he even offers a range of milk supplements, which ridiculously include unicorn milk. The patiently waiting customer who just wants a coffee finally gives up and goes to Panera Bread.
The hipster coffee artist is a worn cliché (and could be viewed as a low hanging fruit), but Panera Bread and Bachelor Nation alum Wells Adams have easily and charmingly taken up the frustrations of being offered in a new campaign called "Complicated Coffee." ". Goodbye Extra, Hello Unlimited. "
The work of Conscious Minds Studio promotes the chain's monthly subscription service for $ 8.99 for unlimited hot brew, iced coffee, and hot tea. The MyPanera + Coffee program, launched in March, in which the brand handed out freebies to 800,000 people over the summer to increase traffic and awareness.
"Charcoal cleanses the soul"
The 30-second commercial is undoubtedly trying to convert these consumers into paid memberships and attract new Java fans. (For those new to reality TV, Wells, a radio DJ and podcast host, is probably best known as a contestant on season 12 of ABC's matchmaking franchise The Bachelorette. He later made two appearances on Bachelor in Paradise.)
As an overworked employee, Wells suggests all kinds of fancy beverages, including a muddy-looking dry ice concoction straight from a chemistry kit. "Charcoal cleanses the soul," he says behind protective glasses.
All the customer wants is a simple old cup of joe – which, according to the fast-casual chain, should be delivered with their monthly plan for "uncomplicated, great tasting and affordable coffee".
The brand is also considering rambling into other models with recurring revenue, possibly including future lunch-related service.
Agency: Conscious Minds Studios
Director: Oren Kaplan
Executive Producer: Blake Heal
Executive Creative Director: Cameron DeArmond
Production Manager: Jeff Keith
Creative Director: Vasili Gavre
Senior Art Designer: Claire Zimmerman
Copywriters: Shamus Eaton and Kristin Wellmer
Brand Director: Kelly Yaussi
Brand Manager: Lauren Currie
Producer: Mat Lancaster
Sr. Post Producer: Darren Hummel
Post producer: Chadwick Trentham
Editor: Jordan Walsh