CLIENT
Keurig
Kelly Stuart, VP Keurig Brand Equity & New Ventures,, Keurig Dr Pepper
Sarah Murphy, Sr. Manager Keurig Equity
Josh Karpf, Director Cultural Integrations
Lindsay Fermano, Sr. Director Keurig Brand Activation
Iana Georgiev, Social Media Manager
AGENCY
Morgan Seamark, Former Managing Director, Head Of Account Management Havas NY
Cherith MacRitchie, Former Management Supervisor
Tommy Troncoso, Former Executive Creative Director
Nazly Kasim, Executive Creative Director
Alexis De Montaigu, Managing Director, Head of Strategic
Andrew Vessels, Former Sr. Planner
Stacy Flaum, Former Executive Producer
Amy Korfias, Former Account Director
SUMMARY
While a majority of American homes have coffee makers in their kitchens, coffee makers are a back-of-mind, only “replace if I have to” category; and when people do replace them, they typically reach for what they had before.
Keurig chose to break the drip-maker status quo and prove to real Keurig skeptics that there’s a better way to brew the quality coffee that they need and love, at home.
In doing so, Keurig saw strong YoY household penetration growth as well as an increase in key metrics for the brand.