He Says, She Says in Dailey Coffee-Tea Radio

LOS ANGELES The Coffee Bean & Tea Leaf chain this month launched the first multimedia advertising campaign in its 41-year history.

Created by West Hollywood, Calif.-based Dailey and Associates, which also handles the company’s in-store promotions and branding, the radio and print campaign emphasizes the professed superior quality of the chain’s custom-made beverages. The ads’ common tagline: “Because you deserve better.”

The Coffee Bean “made a very strong buy in radio,” said client director of marketing Tami Clark, who would not discuss campaign spending.