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Eight O’Clock Coffee to launch in new sleek, red packaging

US coffee brand Eight O'Clock Coffee, owned by The Eight O'Clock Coffee Company, is set to launch in a new sleek red packaging.

Eight O’Clock Coffee director marketing Alisa Jacoby said, "The Eight O’Clock Coffee brand ‘redress’ is a celebration of our beginnings and a look into the future as we continue to stay relevant in the coffee aisle."

The brand plans to introduce a new campaign, showcasing the redressed packaging in September 2013.

The Eight O’Clock Coffee brand revamp will be further supported by in-store initiatives and other consumer facing activity.

Eight O’Clock offers a full line of gourmet coffee varieties in ground and whole bean form as well as K-Cup packs for Keurig brewers.