Cumberland Farms Iced Coffee Campaign Scores a Hit

FRAMINGHAM, Mass. -- Cumberland Farms and its Boston advertising agency scored a homerun with this summer's campaign for iced coffee.

In a review of the best and worst ads of 2012 by Boston ad agencies, the Boston Globe, named Cumberland Farm's marketing approach featuring David Hasselhoff, of "Baywatch" fame, among the hits of this year.

As CSNews Online previously reported, the 30-second commercial featured a couple walking along the beach who run into Hasselhoff as he's standing next to a sand-sculpture grand piano. Hasselhoff guzzles a Cumberland Farms iced coffee, declares it "Hofftastic" and asks the woman, "Wanna bang out a tune?"

The ad was created by Boston-based Full Contact Advertising. The campaign also included nearly 600 life-size stand-up pole signs featuring Hasselhoff drinking the iced coffee. The signs were placed outside Cumberland Farms convenience stores throughout the Northeast, Marty Donohue, creative director of Full Contact, told the news outlet.

The signs proved to be a must-have commodity; c-stores all over New England reported multiple thefts of in-store posters and signs featuring Hasselhoff. Thieves even posted pictures of their "hot" poster on social media.

"The extra media dollars that we got in public relations and social relevance were off the charts, and the iced coffee sold like crazy because of it," Donohue said.