Joel McHale Stars in Seattle's Best Coffee's New Campaign Featuring Fresh Look and Flavor

Apr. 09, 2025

Seattle's Best Coffee® is brewing up a new creative campaign in partnership with Joel McHale to celebrate fresh packaging and a new flavor addition: Campfire S'mores™ Flavored Coffee. In pursuit of bringing one smooth moment to start the day, the brand blended decades of smooth roasting expertise with a modern approach to deliver flavorful experiences and comfort, quality and consistency in every cup.

As part of the brand's refresh, Seattle's Best Coffee just unveiled "May Smoother Coffee Bring Smoother Days," a national campaign starring McHale, a Seattle-native and coffee aficionado. This humorous campaign shows how Seattle's Best Coffee helps make the toughest moments feel a little bit easier from the all-too-relatable challenges of daily routines. Created by LA-based creative agency, HAYMAKER, the campaign is running across national television, digital and social platforms this spring.

Joel McHale said:

"Much like Seattle's Best, I have West Coast roots in coffee. In fact, my first job was working at a coffee cart, so being part of this campaign was a satisfying, full-circle moment. I rely on my daily brew from Seattle's Best Coffee to survive my not-so-smooth days, and I know my fellow caffeinated comrades do too!" 

 

The brand's bold new packaging features distinct color-coded flavor panels for easy selection, hand-drawn illustrations for each blend, and a dedicated panel for highlighting roast level, name, and tasting notes. And with a new look comes a new flavor offering – Seattle's Best Coffee® Campfire S'mores™, a smooth-roasted blend with notes of toasted marshmallow, milk chocolate and a hint of honey graham cracker.

Courtney Backman, brand manager for Seattle's Best Coffee said:

"Since 1970, Seattle's Best Coffee has been dedicated to delivering a perfectly roasted, consistently smooth cup of coffee. While our mission remains unchanged, we recognize that life is anything but smooth – things go wrong, plans fall apart, and sometimes you just have to roll with it. By embracing those unpredictable moments with humor and relatability, we're showing that while you can't always control your day, you can always count on the smooth, satisfying taste of Seattle's Best Coffee to help you power through." 

 

Seattle's Best Coffee® Campfire S'mores™ Flavored Coffee is available at retailers nationwide in both ground (MSRP of $8.99 for an 11 oz. bag) and K-Cup (MSRP of $7.99 for a 10-count box) formats.