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Youve Got the T-Shirt. But Do You Have the Coffee?

Posted on: Monday, 4 July 2005, 09:00 CDT

BY PHILIP WALZER

THE VIRGINIAN-PILOT

Old Dominion University boosters want tea lovers to consider another flavor besides chai or chamomile. How about Monarch Mango ?

And coffeeholics with local school spirit can reach beyond Folger s or Maxwell House for the Big Blue Blend . Regular or hazelnut, caffeinated or decaf take your pick.

All prominently display ODUs logo.

The beverages, manufactured by First Colony Coffee and Tea Co. of Norfolk , are Old Dominions most visible entry into an increasingly popular business for colleges: Pitching food and beverage products with their names.

Its just a great way to extend the brand and reach fans in a new way, said Maureen Riedel , the manager of the trademark licensing program at Penn State, which markets, among other items, Nittany Lion pasta and Nittany Lion Blitz ice cream.

The University of Connecticut, a leader in the business, got into it more than a decade ago. It offers more than a handful of ice cream flavors (including Scholar Chip and 4.0 Chocolate ), as well as Huskies potato and tortilla chips, chocolate bars and salsa.

In Virginia, Virginia Tech fans can buy Hokie salad dressing, barbecue sauce, wine and water, said Locke White , the universitys director of licensing.

Virginia Tech receives 8 percent of the proceeds, which go toward scholarships, he said. A major part of my duties is to generate as much income as I can from the trademarks, White said. The more products that we put trademarks on, the more money we generate.

Old Dominion also receives 8 percent in royalty income from the coffee and tea sales, said Karen F. Travis , the assistant vice president for institutional advancement and its director for events and licensing. The money is split between academic and athletic scholarships.

Travis estimates annual sales of its branded coffee and tea at about $25,000 .

Thats a slim part of the $1.5 million ODU has in sales each year for all sorts of ODU-branded merchandise, primarily apparel. But it also pours Old Dominions name into new saucers.

Its another way for people visiting the area who might not know Old Dominion to learn about us, Travis said. It gets out who we are, and that might spark some conversation.

ODU and First Colony started the venture two years ago. For Monarch maniacs who wont dare drink mango tea, theres another choice English Breakfast , which Charlie Cortellini , First Colonys president and CEO, described as a stronger, bolder tea.

Students chose the flavors during a taste test and the Big Blue Blend name for the coffee. Passed-over suggestions included Eau de U , Monarch Mudd and Lions Breath.

All Farm Fresh stores carry at least one of the ODU coffee and tea products, spokeswoman Susan Mayo said. The tea canisters, which have 25 bags each, sell for $2.99 , Mayo said. The 12-ounce packages of coffee are $6.99 for the regular, $7.39 for hazelnut and $7.99 for the decaffeinated regular .

Shops including Taste Unlimited and Uncle Louies also carry them, Cortellini said.

Theres a demand for branded products, because people are proud to be associated with the institution, said Rae Goldsmith , a vice president with the Council for Advancement and Support of Education .

But she warned, Institutions have to be careful about what they choose to put their names on. If the quality of the product is poor, its not going to represent the institution well.

The College of William and Mary , for instance, puts its name on such items as mustard, sparkling cider, wine and peanuts, said Charles Maimone , an associate vice president for administration. But we wouldnt brand hamburgers or french fries or hot dogs or breads anything that has a short shelf life.

The University of Virginia doesnt stamp any food or drink with its imprint, spokeswoman Carol S. Wood said. The power of a brand, especially as an institution of higher education, carries a great deal, Wood said. You want to be very careful what you do with it and how you use it.

Mary Jo Hatch , a U.Va. commerce professor, said colleges that market too many items risk brand dilution. ... Its like diluting a chemical with too much water. It loses its power; it loses its meaning.

She also questioned the wisdom of aligning with certain foods. Do you want to be a university or a potato chip? Hatch asked. In this day and age, the last thing an establishment that is supposed to be based on knowledge should be promoting is a substance that is supposed to be unhealthy.

Locally, Norfolk State might get into the act as soon as the fall, said LaVoris A. Pace , NSUs director of marketing.

For the past two years, Pace said, Norfolk State has distributed to current and prospective students Spartan-labeled bottled water, popcorn bags and M&M-like candy.

The candy comes in green and gold, Norfolk States colors. The popcorn bags carry the message: Look whats popping up at NSU.

At ODU, the alumni association also sells white and red zinfandel produced by a California vineyard. The university has partnered with Stewarts Kitchen of Norfolk to create two types of cookies, oatmeal and ginger snap, both topped with a big glop of vanilla icing imprinted with Old Dominions seal.

Whats next for ODU?

Not Monarch Manicotti. But maybe a coffee-flavored brand of ice cream, Travis said.

Monarch Mocha, anyone?

* Reach Philip Walzer at (757) 222-5105 or phil.walzer@pilotonline.com.

Source: Virginian - Pilot

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