Coffee Bean & Tea Leaf Instagram Campaign Creates Lo-Fi Purple Straw Filter


The Coffee Bean & Tea Leaf is utilizing Instagram as a platform to engage its customers as part of its summer marketing campaign

Daniela Walker
  • 28 july 2014

The Coffee Bean & Tea Leaf has been keeping Southern Californians caffeinated since 1963. Now, the LA-based coffee chain has paired with advertising agency WONGDOODY to create a social campaign to promote its summer drinks using its iconic purple straws.

Rolling out in full today, July 28, is The Coffee Bean’s Instagram campaign #PurpleStrawCam, which makes use of the company’s recognizable purple straws. The Coffee Bean is encouraging fans to create their own Instagram filter using scissors and the straw, with the accompanying hash tag. The lo-fi filter results in purple tunnel-visioned pictures that are hazy as an Instagram snap should be.


WONGDOODY explains the thinking behind the campaign to PSFK:

The Coffee Bean & Tea Leaf has a devoted following in Southern California and we wanted to use their iconic purple straw in a way that captured the creative, optimistic spirit of the brand. And in a way that got those fans participating. So we came up with the most analog Instagram filter ever when we realized anyone could just cut off an inch of straw and hold it up to their smartphone camera, and it actually looked really awesome.


This is the first campaign WONGDOODY has worked on for the brand. Beside Instagram, the agency is also harnessing other social media including Vine and Pinterest. On Vine, they partnered with Vine Stars to create 6-second #LongestStraws films and are also asking fans to create their own. On Pinterest the theme of the longest straw continues, taking advantage of the ‘the site’s no-height limit with surreally long straw images’, explains the agency.

The multi-faceted social campaign demonstrates how to carry a theme across social media platforms, while carefully considering how consumers use the platform, when thinking of the content which they will be engaging with. Says WONGDOODY:

We wanted to avoid rubber-stamping our campaign across social in favor of creating more custom experiences per channel that really tapped into how millennials used them.

After just one week on Vine, the video above has over 3 million loops and 46.1 thousand likes.

WONGDOODY// The Coffee Bean & Tea Leaf


Machine Printer Uses Coffee Drips To Create Intricate Portraits

Arts & Culture
Technology december 2, 2016

Why Nest Doesn't Get The Holidays

PSFK founder reacts to the damaging effects of poor email marketing

Children december 2, 2016

Robots Could Be Joining Dubai’s Police Force In 2017

The real-life RoboCops can salute, shake hands and collect traffic fines


Get PSFK's Related Report: Future of Automotive

See All
Travel december 2, 2016

Parka Hides And Charges Portable Devices

Bolt is a jacket that lets people carry and charge their various electronics without the need for an outlet

Related Expert

Mario Schlosser

Health Insurance, Data, Technology

Food december 2, 2016

Yelp's New 'Yelfie' Feature Lets Diners Take Selfies

The update is designed to encourage people to attach a selfie when they share their experiences

Design & Architecture december 2, 2016

Build Your Own Savory Cheese Advent Calendar

A British food blogger has created a guide to building a different kind of holiday surprise

Fitness & Sport december 2, 2016

Floating Gym Concept In Paris Is Powered By Your Workout

The proposed design from Carlo Ratti Associati lets passengers ride a stationary bike as they travel through Paris along the Seine River


Future Of Retail 2017
Transformation Strategies For Customer-First Business

PSFK Op-Ed december 1, 2016

Communications Officer: What This Holiday Season Means For Millennial Shoppers

Dallas Lawrence of the Rubicon Project shares why holiday cheer is all about likes, views and retweets

PSFK Labs december 1, 2016

Retail Spotlight: Home Depot Reimagines How Employees Conduct Tasks

The home improvement retailer puts the customer first by initiating local fulfillment centers and simplifying freight-to-shelf inventory management

Syndicated december 2, 2016

What Does The Future Of Android Look Like In A World With The Pixel?

Google’s decision to make its own phone might have looked like a blow to the likes of Samsung but the reality is much more interesting

Retail december 2, 2016

Customer Service Expert: Why Offline Retail Has Better Data Than Online Retail

Healey Cypher, Founder and CEO of Oak Labs, shares why we should be thinking about the physical store as an e-commerce site

Fashion december 2, 2016

Alexander McQueen Designs A 3D-Printed Umbrella

3D-printed fashion arrives in time for the winter season

Work december 2, 2016

Why Training Associates To Be Advocates Is Key To Retail Success

In our Future of Retail 2017 report, PSFK Labs discusses strategies to prioritize customer service, which begins with associate advocates

Media & Publishing december 2, 2016

Netflix Creates Binge Candle To Celebrate A New Season Of Gilmore Girls

The streaming service developed a special layered candle that creates candle with episode-specific smells


Future Of Work
Cultivating The Next Generation Of Leaders

Arts & Culture december 2, 2016

Interactive Film Tells A Story About Living With Cancer

A moving song written by a father of a cancer patient comes alive in a 3D environment

Automotive december 2, 2016

Audi And LEGO Exhibit Autonomous Vehicle Installation

The installation at Design Miami explores the 25th hour, which represents bonus productive work or play time

No search results found.