Keurig makes your home the coffee shop you've always dreamed of.
Roughly 150 million Americans drink coffee every single day. Our team developed a campaign that guides the audience to imagine their kitchen as that fancy Parisian cafe in their dreams.
No more chummy baristas that are way too caffeinated for a Monday at 7:30 am.
The Problem:
In 2017, Starbucks' full-year net-revenue was $22.6 billion USD, putting it in 2nd place just behind McDonald's in US food-chain sales. Meanwhile, 87% of Americans drink coffee at home. That being said only 27% of this survey group said they use single-serve coffee brewing machines.
Our Strategy:
Educating our audience of the variety of beverages that they can have, hand-crafted, home-brewed without stepping foot outside. We also decided to have a little fun with our competition. Our team worked to find truths that nearly all Americans experience on-the-go at a cafe, including being in line with the "angry suit", having your name spelled wrong, and not being able to listen to your music when you want to.
