Diana Marszalek 28 Aug 2020 // 1:46PM GMT
NEW YORK — Specialty coffee and tea company America’s Best Beverage has named SourceCode Communications as its PR agency of record.
SourceCode has been charged with raising national visibility of America’s Best Beverage products through paid and earned media campaigns, with a particular emphasis on its new direct-to-consumer brand Cloudburst Coffee. SourceCode will also be handling paid and digital media for two other company brands — America’s Best Coffee Roasting Co. and Persian Choice Tea.
SourceCode won the business in a competitive, five-agency pitch. There was no incumbent firm.
“When we were on the hunt for an agency to help us launch Cloudburst, we talked to numerous shops, but didn’t feel we found the right fit until we were introduced to SourceCode,” said CEO Hovik Azadkhanian. “The agency’s proven history of launching DTC brands and unique work in the consumer space provides the perfect blend of experience we need to take the rich history of our company and translate it into a compelling brand story that will resonate with a millennial audience. We were impressed with the launch plan and strategy presented to us by SourceCode and we look forward to all we will accomplish together.”
Based in Oakland, Calif., Azadkhanian launched America’s Best Beverage in 2018, following in the footsteps of his father, who built a successful coffee roasting company of his own. Cloudburst Coffee launched earlier this year.