The appointment comes just two months after the 38-store US coffee franchise unveiled a new Chief Brand Officer to promote its Hawaiian origin and boost customer engagement
Bad Ass Coffee of Hawaii has strengthened its marketing reach with the appointment of New York-based The BAM Connection as its Agency of Record.
In a press release, branding and social media specialist, BAM, said it manage Bad Ass Coffee’s entire marketing strategy, including campaign development and social media, as well digital, e-commerce and in-store branding.
“A brand named ‘Bad Ass’. How cool is that? We’re ready to help people fuel their inner Bad Ass with our coffee,” said Rob Baiocco, Chief Creative Officer, The BAM.
The BAM partnership comes just two months after Bad Ass Coffee, whose name refers to the donkeys that once transported coffee in Hawaii, appointed marketing expert Iain Douglas as Chief Brand Officer.
Founded in Hawaii in 1989, Colorado-based Bad Ass Coffee currently operates 38 stores across 12 US states and has a further 100 sites in development – with approximately 20 set to open before the end of 2025. The coffee chain specialises in 100% single-origin Kona coffee, grown on Hawaii’s Big Island.
The coffee chain completed a strategic rebrand in 2019, introducing a new logo, packaging and store designs. Spearheaded by CEO Scott Snyder, the programme sought to emphasise the coffee chain’s Hawaiian roots with targeted marketing campaigns across multiple audience segments, including age, income and quality expectations.
Alongside its cafés, Bad Ass Coffee also retails packaged coffee, tea and branded merchandise via its online website and is expected to launch grocery, hospitality, and specialty retail channels by the end of 2025.
