Hanx for Our Troops

+82%

Subscription Revenue Increase

+50%

Increase in Orders

+43%

Increase in New Customers

the challenge

A purpose-led brand entering a competitive coffee landscape.

Entering a saturated coffee category with strong, established competitors

A need to position the brand as credible and mission-driven in its own right

The challenge of moving from online into both online and retail distribution

The importance of creating an authentic and meaningful connection between Tom Hanks and the brand’s purpose

the philosophy

Flourish as a framework for mission-driven growth.

Guided by the Flourish philosophy, Mass Culture focused on building the structural and creative conditions for long-term brand trust and impact. The goal was to create a brand world rooted in authenticity, service, and community instead of relying on celebrity attention.

the insight

Authenticity had to power performance, not just storytelling.

Mass Culture identified that authenticity alone would not be enough to scale Hanx for Our Troops. While the mission and voice were compelling, the brand’s next challenge was translating that trust into efficient customer acquisition, subscription growth, and long-term performance. By anchoring media, product strategy, and conversion pathways in the same authentic foundation, Hanx could build a growth engine that felt human while still delivering measurable, profitable scale.

the strategy