Des Moines' BLK & Bold coffee debuts national commercial starring Deion Sanders
The nation's first nationally distributed Black-owned coffee company continues to brew success on the Des Moines' south side. BLK & Bold Specialty Beverages is adding star-studded power to its brand. Deion Sanders joined the company as co-owner and social changer leader.
The NFL hall of fame and current coach of the Colorado Buffaloes stars in the coffee brand's first-ever national commercial, which is a total pinch-me moment for the sports fans turned entrepreneurs.
"I don't have enough fingers and toes to tell you how many times I've watched it," said Rod Johnson, co-founder of BLK & Bold.
The commercial, All Rise, plays up the brand's "Rise and Grind" blend. Johnson, who wrote the commercial with co-founder Pernell Cezar, says its strong messaging was intentional.
"The choice you make has a domino effect. If you have all of these bold choices to make, you might as well start off with the right one considering the coffee you drink and use that fuel to impact your respective world," Johnson said.
The brand, rooted in social change, donates a portion of its profits to more than a dozen nonprofit organizations across America that empower youth. BLK & Bold says its new partnership with Coach Prime has natural synergy. Sanders is known for impacting youth through sports.
Johnson recalls the first time meeting the University of Colorado football coach describing him "as advertised" with his dynamic and entertaining personality.
"The cherry on top is that he was already familiar with our brand, so it was a much easier sell," Johnson said. "Well, before he knew us, he was a huge fan of BLK and Bold. It's how he kickstarts his day. Those are his words not mine."
The introduction began with Sanders telling the young co-founders that he was proud of them.
"That was a really memorable moment, a core memory I will hold onto for a long time," Johnson said.
The company says it plans to work with Coach Prime to help promote its Black and Bold Foundation, an initiative to help eliminate disparities within Black and brown communities.