The spots, from FCB Direct, New York, are part of a three-week test the marketer is launching to assess the effectiveness of TV advertising.
"The TV leverages the equity we've begun to build in print," said Bridgette Heller, VP-general manager, Gevalia. "Right now we aggressively use direct mail and print, and we're trying to figure out just how key a role [TV] is."
The ads, which air on various cable networks for another two weeks, try to persuade consumers to join Gevalia's subscription program by signing up for a 1-pound trial shipment of coffee.
One spot offers a free drip coffeemaker and two ceramic mugs with an initial $10 coffee purchase. Another gives away a pump thermos and two mugs.