Seattle’s Best Coffee is brewing up a new creative campaign in partnership with Joel McHale to celebrate fresh packaging and a new flavor addition: Campfire S’mores Flavored Coffee. 

In pursuit of bringing one smooth moment to start the day, the brand blended decades of smooth roasting expertise with a modern approach to deliver flavorful experiences and comfort, quality and consistency in every cup.

As part of the brand’s refresh, Seattle’s Best Coffee just unveiled May Smoother Coffee Bring Smoother Days, a national campaign starring McHale, a Seattle-native and coffee aficionado. This humorous campaign shows how Seattle’s Best Coffee helps make the toughest moments feel a little bit easier from the all-too-relatable challenges of daily routines. Created by LA-based creative agency, HAYMAKER, the campaign is running across national television, digital and social platforms this spring.

“Much like Seattle’s Best, I have West Coast roots in coffee. In fact, my first job was working at a coffee cart, so being part of this campaign was a satisfying, full-circle moment,” McHale said in a statement. “I rely on my daily brew from Seattle’s Best Coffee to survive my not-so-smooth days, and I know my fellow caffeinated comrades do too.”

The brand’s bold new packaging features distinct color-coded flavor panels for easy selection, hand-drawn illustrations for each blend, and a dedicated panel for highlighting roast level, name, and tasting notes. With the new look also comes a new flavor offering: Seattle’s Best Coffee Campfire S’mores, a smooth-roasted blend with notes of toasted marshmallow, milk chocolate and a hint of honey graham cracker.

“Since 1970, Seattle’s Best Coffee has been dedicated to delivering a perfectly roasted, consistently smooth cup of coffee. While our mission remains unchanged, we recognize that life is anything but smooth ― things go wrong, plans fall apart, and sometimes you just have to roll with it,” said Courtney Backman, brand manager for Seattle’s Best Coffee. “By embracing those unpredictable moments with humor and relatability, we’re showing that while you can’t always control your day, you can always count on the smooth, satisfying taste of Seattle’s Best Coffee to help you power through.”

Seattle’s Best Coffee Campfire S’mores Flavored Coffee is available at retailers nationwide in both ground for a suggested retail price (SRP) of $8.99 for an 11-ounce bag, and K-Cup for a SRP of $7.99 for a 10-count box.