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King Samba wants to be a royal pain in the neck for other instant coffee marketers.
That is the plan of Smith & Associates. The Fort Lauderdale, Fla., shop created the monarch to launch Samba Cafƒ, a Brazilian instant coffee in the New York market.
“We’re looking to make [King Samba] a long-term icon,” said agency president Andy Smith. “We did some focus groups . . . [and] he was very well received. He’s a very recognizable character .
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