Cumberland Farms' New Iced Coffee Ad Is Minus The Hoff

FRAMINGHAM, Mass. – Cumberland Farms is moving on from last summer's popular iced coffee campaign featuring actor David Hasselhoff with its new "Moving Day" TV spot.

The commercial by Boston-based Full Contact takes a simpler, product-driven approach, while still injecting humor to showcase Cumberland Farms' Farmhouse Blend iced coffee, according to Media Bistro.

The spot features a woman who gives her partner and his friends Cumberland Farms' Farmhouse Blend iced coffee as they move into a new home. However, her move backfires when the guys are unwilling to put down their iced coffees and instead break a series of valuables.

The ad "speaks to the quality and value of Cumberland Farms' Farmhouse Blend iced coffee, and the spot focuses more on the product itself than our past iced coffee commercials. Our agency, Full Contact, did a great job inserting iced coffee imagery into a chaotic and humorous scenario," David Heilbronner, Cumberland Farms' senior manager of brand strategy, told the news source.

The marketing move is a follow-up to the retailer's previous "The Iced Hoff" campaign in 2012 and its "Thirsty for Love" spot in 2013, which both featured Hasselhoff of TV's "Baywatch" and "Knight Rider" fame.

Those campaign marketing materials proved too tempting for customers as fans began stealing the giant cardboard displays showing Hasselhoff with a cup of iced Farmhouse Blend coffee. Fans not only stole the signs, but then took to social media sites where they posted photos of the Hoff at concerts, apartments and even weddings, as CSNews Online previously reported

Framingham-based Cumberland Farms has nearly 600 convenience stores.