Communication Theory in Practice: The Case of Surf Coffee®

Surf Coffee® provides an interesting example for studying brand communication. Over the past decade, a new type of brand has emerged in Russia: the lifestyle brand that promotes not only a product but also a set of values, experiences, and a sense of belonging. Surf Coffee is one of the most recognizable Russian examples of this approach.

Its positioning is built around surf culture, which remains relatively uncommon in Russia. Few people actively participate in surfing, and for most Russians it is associated with distant places and a different way of life. By incorporating surf aesthetics into everyday urban environments, the brand creates a sense of escape, freedom, and adventure that appeals to its audience.

This study examines how Surf Coffee® communicates these ideas using the Elaboration Likelihood Model (ELM) developed by Petty and Cacioppo and Social Identity Theory (SIT) developed by Tajfel and Turner.

Surf Coffee uses several communication channels, each serving a different purpose within the brand’s overall communication strategy.

Instagram is used to showcase the brand’s visual identity through photographs of spots, lifestyle content, collaborations, and company updates. It also helps maintain direct communication with customers.

TikTok focuses on short-form video content, including barista routines, behind-the-scenes footage, and content based on popular trends.

VK targets the Russian-speaking audience and is primarily used to promote events, run contests, and support community engagement.

Surfcoffee.ru serves as the brand’s main commercial platform, providing information about locations, the online store, the loyalty programme, career opportunities, and franchise development.

PR Strategy

Surf Coffee’s communication approach closely reflects the Two-Way Symmetrical Model proposed by Grunig and Hunt. Rather than relying solely on one-way promotional messages, the brand seeks to build ongoing relationships with customers, partners, and franchisees.

This approach is also consistent with the principle of communal relationships, which emphasizes creating value for stakeholders without expecting immediate returns. Examples include investments in cultural events, music initiatives, and franchisee education and training programs.

Elaboration Likelihood Model (ELM)

According to ELM, persuasion can occur through two different routes.

Central Route

The central route requires a high level of audience involvement. Individuals carefully evaluate information, arguments, and evidence before forming attitudes or making decisions. This route is most effective when the audience is motivated and willing to process information in depth. As a result, attitude changes achieved through the central route tend to be more stable and long-lasting.

Peripheral Route

The peripheral route relies on simple cues and heuristics rather than detailed evaluation of arguments. These cues may include attractiveness, authority, popularity, or social proof. While this route can influence a broader audience, the resulting attitude changes are often less durable than those produced through the central route.

An effective communication strategy typically combines both routes, addressing audiences with different levels of involvement and motivation.

Social Identity Theory (SIT)

Social Identity Theory proposes that an individual’s self-concept is partly shaped by membership in social groups, often referred to as in-groups.

Several key mechanisms explain this process:

— In-group and out-group distinction: individuals categorize people into groups such as «us» and «them.»

— Social comparison: groups evaluate themselves in relation to other groups.

— Positive distinctiveness: members seek characteristics that make their group appear favourable or unique.

— Identification: group membership becomes an important part of personal identity.

In the context of branding, SIT suggests that loyalty can extend beyond product attributes. When consumers perceive a brand as part of their social identity, attachment to the brand may be reinforced through group membership and self-identification, rather than through product evaluation alone.

ELM helps explain how the brand appeals to different audiences. The central route targets consumers seeking information about expertise, product quality, and professional credibility. The peripheral route attracts broader audiences through aesthetics, atmosphere, cultural associations, and symbolic language.

SIT helps explain how these initial impressions can develop into longer-term attachment. As consumers begin to identify with the values, culture, and community associated with the brand, Surf Coffee may become part of their social identity rather than simply a place to purchase coffee.

The relationship between the two theories is particularly visible in the brand’s use of aesthetics, music, visual style, and language. These elements help create an image of a distinctive community, while central-route cues such as awards, competitions, and Blue Hawaii Roast® provide rational support for positive brand evaluations.

As a result, Surf Coffee combines emotional identification with perceptions of expertise and quality. Together, these mechanisms contribute to a level of brand commitment that extends beyond product attributes alone.

Communication Effectiveness

The analysis based on ELM and SIT suggests that Surf Coffee follows a consistent and well-integrated communication strategy. The brand combines persuasive communication techniques with mechanisms that encourage a sense of community and belonging.

Strengths

— Use of both persuasion routes: the brand appeals to audiences seeking factual information as well as those responding primarily to emotional and symbolic cues.

— Consistent brand narrative: communication activities support a shared theme of movement, exploration, and community.

— Strong community-building elements: multiple symbols, rituals, and cultural references encourage identification with the brand.

— Effective use of sub-brands: related projects expand the brand’s presence while remaining connected to its core identity.

— Relationship-oriented communication: partnerships, events, and community initiatives reflect principles associated with the Two-Way Symmetrical PR model.

Areas for Growth and Recommendations

Strengthen Central-Route Communication

While Surf Coffee effectively uses aesthetics and cultural associations, information about coffee expertise is less visible in everyday social media content. Greater emphasis on roasting, sourcing, and quality standards could strengthen appeals to highly involved consumers.

Expand Membership Rituals

According to SIT, stronger group identification can be achieved through shared experiences and symbolic membership. A tiered Surfer’s License system, exclusive events, and community-generated content could further reinforce engagement.

Improve International and Cross-Platform Communication

More consistent content strategies across platforms could strengthen the brand narrative. In addition, adapting cultural content for international audiences may help Surf Coffee extend its identity beyond Russian-speaking markets while maintaining its distinctive character.