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David Hasselhoff is hitting the beach again this summer, not in his signature red swimsuit from the "Baywatch" days but as a pitchman for Cumberland Farms iced coffee.

It's the second time the former TV star has promoted the Framingham-based chain's Farmhouse Blend coffee.

Last year's campaign turned into a social media phenomenon, when all of its 600 poster-sized ads were stolen from poles outside stores and began showing up in Twitter and Instagram photos at weddings and concerts, and even in a canoe.

In television ads this summer, Hasselhoff walks down a beach, belting out a love song to the chain's coffee. He rips open his shirt, revealing a gold "99 cent" symbol on a chain — a reminder that any sized iced coffee costs less than a dollar.


Last summer's "positive fan reaction" and a 147 percent increase in iced coffee sales led Boston advertising agency Full Contact to create another campaign around the "ultimate summer icon," according to Marty Donohue, the company's cocreative director.

This year, Hasselhoff pole ads have already begun to disappear. But Donohue said Cumberland Farms, which has stores along the East Coast, is prepared. It ordered 1,200 posters this time.

Gail Waterhouse can be reached at gail.waterhouse@globe.com. Follow her on Twitter @gailwaterhouse.