- Peet’s Coffee today (Sept. 18) launched an integrated campaign that also introduces its latest brand platform, “Coffee for Coffee People,” based on information shared with Marketing Dive.
- The brand’s latest creative agency of record, Mischief @ No Fixed Address, is behind the brand new efforts. The campaign includes six spots, paid social and digital elements in addition to out-of-home placement in key markets.
- Peet’s also named the agency’s sister company, No Fixed Address Media, as its media agency of record because the coffee brand embarks on what it says is its largest marketing push thus far.
The messaging for Peet’s latest campaign puts the give attention to coffee in its simplest form, an attempt at looking past the intricate coffee-based drinks that other coffee brands often showcase. One spot satirizes drink orders like “one non-fat, extra dry cinnamon triple-cherry chai latte with sweet persimmon fizzer, hold the froth,” as a substitute specializing in the period of time it trains its roasters. Another spot sees a yuppie couple asking a coffee farmer which aisle the “birthday cake mix” is in.
“Coffee firms have sort of lost the plot recently when it comes to caring about actual coffee. So it felt like wealthy territory for Peet’s to come back out and show our priority is solely coffee, quality coffee,” said Jessica Buttimer, vice chairman of name marketing at Peet’s in an announcement.
This latest positioning relies on company research indicating that Americans drink a mean of three.3 cups of coffee per day, which might be greater than water intake for a lot of. Among coffee lovers, 74% say having a cup of coffee is the very best a part of their day, with 87% saying they will tell a very good cup of coffee from a nasty one. Thirty-six percent of respondents would even consider themselves coffee connoisseurs.
In addition to latest ads, the multifaceted campaign includes OOH placements in markets reminiscent of San Francisco, Boston, Washington, D.C. and Los Angeles. Paid digital elements are set to look across Hulu, Amazon, Instagram, TikTok, Pinterest, YouTube and Spotify.
The effort arrives as JDE Peet’s, the coffee brand’s parent company, is struggling, with stock dropping roughly 40% because it went public in 2020. The company has reportedly lost market share to competitors and has significant debt. By teaming up with the agency, Peet’s has a possibility to carve out a distinct segment for itself amongst coffee drinkers amid marketing efforts from competitors like Starbucks, Dunkin’ and others.
Mischief is riding a recent wave of success, having won seven Cannes Lions this yr across multiple clients, with efficacy heralded as one among the agency’s strengths. Recent work from the agency includes packaging for Capri Sun made to seem like noise canceling headphones.
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