Kicking sand with his bare feet and singing a love song to a cup of Cumberland Farms' iced coffee, David Hasselhoff returns as the company’s spokesman in a fun, upbeat video.
It was a natural move to bring Hasselhoff back to do the coffee commercials. In his first ad campaign last year, the convenience store saw Farmhouse Blend iced coffee sales leap by 147 percent, Yahoo! Finance reported
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The campaign, created by the Full Contact agency, features Hasselhoff singing “Thirsty for Your Love” in a variety of beach-type settings, including parasailing and in a clearly Photoshopped surfing scene.
Hasselhoff is clearly a winner for Cumberland Farms. But last year’s campaign suffered some setbacks when the company printed 600 pole signs to hang outside their stores featuring the star, and then all of the signs were stolen, Yahoo! said.
“Having a true partnership with a client that believes in creative expression and taking chances allows us to do what we do best,” said Marty Donohue, co-founder of Full Contact, in the Yahoo! article. “This campaign is the perfect storm of blending a global icon in Hasselhoff with a brand that pushes the boundaries. We wanted to create a memorable song that pops into the heads of consumers every time they think of iced coffee, especially in such a competitive market like New England.”
A Cumberland Farms spokesman, David Heilbronner, said that his company doesn’t take itself too seriously and neither does Hasselhoff.
“We saw the awareness and entertainment value he brought to the brand last year and are looking forward to the same this year,” Heilbronner said on the Yahoo! Finance site.
The company got attention even from its stolen posters, as many of the fans who nabbed them posted about it on social media. Hasselhoff recently tweeted about one:
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