Keurig: Brewer on doorstep

This case study explains how Keurig, the coffee maker brand, used a stunt to associate itself with gift-giving and get people talking about its brand in the US.

Keurig: Brewer on doorstep

KeurigCake Group; Havas Media; Havas Discovery

Summary

The Keurig coffee brand was one familiar to American consumers for its ubiquitous single-cup coffee brewers; Keurig and its product had remade the coffee routines of millions of Americans. However, as Green Mountain Coffee elevated Keurig as the master brand in its portfolio, Keurig needed to assert its relevance to consumers, particularly in the months leading up to the holiday gift-giving season. Cake was tasked to spark jump-start Keurig's new positioning and engage new consumers to share and "brew the love" around the brewer. Delivering 15,000 Keurig single-cup...

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