SOURCE: Full Contact

Full Contact

July 08, 2013 09:00 ET

David Hasselhoff Is "Thirsty for Your Love"

International Beach and Music Sensation Professes Love to Iced Coffee in New Video

BOSTON, MA--(Marketwired - Jul 8, 2013) - David Hasselhoff declares his love for Cumberland Farms Farmhouse Blend iced coffee once again in a new music video. Boston-based advertising agency Full Contact brought back the star as part of its new campaign for Cumberland Farms. Radio is slated to run through July with TV running through mid-August.

  • Looking right at home on the beach, Hasselhoff sings of his affection for Cumberland Farms' Farmhouse Blend iced coffee in a new music video showcasing the humorous side of the former Baywatch star.

  • The new creative is the second advertising campaign featuring David Hasselhoff for the convenience store chain, the first of which boosted sales of Farmhouse Blend iced coffee by 147 percent. In 2012, Hasselhoff starred in a series of Cumberland Farms TV ads promoting iced coffee in the New England market. Increased sales and positive fan reaction was all the evidence Full Contact needed to once again partner with Hasselhoff.

  • "Having a true partnership with a client that believes in creative expression and taking chances allows us to do what we do best," said Marty Donohue, Co-Founder, Full Contact. "This campaign is the perfect storm of blending a global icon in Hasselhoff with a brand that pushes the boundaries. We wanted to create a memorable song that pops into the heads of consumers every time they think of iced coffee, especially in such a competitive market like New England."

  • "We don't take ourselves too seriously, and luckily neither does David Hasselhoff. We saw the awareness and entertainment value he brought to the brand last year and are looking forward to the same this year," said David Heilbronner, Senior Manager Brand Strategy, Cumberland Farms. "Full Contact understands the category and does a great job of promoting our products with the perfect blend of fun and irreverence."

About Full Contact
Full Contact specializes in creating Brands to The Fullest through award-winning campaigns that deepen the engagement for its clients. Founded in 2006, the Boston-based advertising agency covers every touch point there is between brand and consumer: digital, social, mobile, broadcast, promotions, inside the box, outside the box, even designing the box. Current clients include Cumberland Farms, Stride Rite, Arbella Insurance, Dorel Juvenile Group, and Mayborn. For more information on Full Contact's brand strategy and advertising programs, visit www.gofullcontact.com and follow Full Contact on Facebook and Vimeo.

About Cumberland Farms
Cumberland Farms makes life easier for busy people every day. What started in 1939 with a cow and a dream has grown into a network of convenience stores across 11 states. Three generations later, Cumberland Farms is still family owned and operated, and continues to reflect the values it was built upon: envisioning a better way to serve customers by providing the best possible products at the best possible prices. Whether you're buying a cold Chill Zone drink, a hot or iced cup of Farmhouse Blend Coffee, or filling the gas tank, convenience and customer service are key. Cumberland Farms also has a long heritage of giving back to the communities where it operates, from feeding the hungry and serving the disabled, to supporting local sports teams and fundraising. For more information, please visit us at http://www.cumberlandfarms.com or follow us on Twitter at http://www.twitter.com/cumberlandfarms.

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