Rockin’ Launch Party For New Coffee
By Nicole SantangeloContributing Writer
March 19, 2008
The event took place at GBJ café in Johnston Student Center from 11a.m. until 3p.m., providing students with free samples of the coffee, bagels, lanyards, and hats as well as a chance to win up to $500 at the Virginia Tech bookstore. The students were also encouraged to play the new Rock Band game that the company set up for the product launch.
Javalution originally designed the new Javafit coffee with more of a diet health club focus. Allison Schwartz, the Director of Marketing for Javafit explained how the coffee was reformulated to be more functional.
“We don’t do flavors, we do functions, choose the flavor that fits your lifestyle,” Schwartz said.
There are five unique blends of coffee each targeting different aspects of health. One flavor is the Energy Plus, which contains green tea extract that boosts energy without causing your body to crash. Mike Dowdy, the local distributor for Javafit explains,
“The green tea extract serves as a thermogenic to boost your metabolism and burn fat faster and then you have the added vitamins that support the metabolism so that you don’t crash, you have a gradual decrease.”
Other types of coffee include Focus Plus Multi-Vitamins, Immune Plus Multi-Vitamins, Diet, and Diet Plus 62.
Tiffany Francis a student at Virginia Tech gives her opinion on the coffee, “It doesn’t taste any different than regular coffee, so the fact that it has vitamins is a good plus. It’s all about convenience, if I have the choice between this and regular coffee I would get this.”
This product launch is the first of many; Javalution plans to take their product to campuses all over the country.
When asked why Virginia Tech, Allison Schwartz replied, “ We wanted to give back to the students and the distributors in the area, and with the anniversary coming up we really wanted to motivate students to come back to this side of campus.”
Schwartz said the idea behind Rock Band was to encourage students to get involved and to enjoy themselves.
Many students attended the product launch and the overall feeling of the event was success.
Comments (1)
Hi
Your coffee is quite far from being the first functional coffee. Our coffee was introduced in 1992, has vitamins, minerals, antioxidants and micro-nutrients and its all 100% coffee without additives of any kind. We have Government clearances and had very extensive testing conducted.
I object to your advertising terminology and would like to see you change it in the future.
Posted by Michael Reines | March 20, 2008 12:50 PM