Eight O'Clock changes packaging, cautiously

10/6/2010 | Promo Magazine

The Eight O'Clock Coffee brand is changing its packaging after 151 years, a risky move aimed at attracting new customers without alienating existing ones. The words "New Look Same Great Taste" were added to assure loyal customers, and a bolder, crisper design was created, against a backdrop of coffee beans.

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Staff Assistant, Food Trucks/Commissary Manager
University of Massachusetts Amherst
Amherst, MA