In a world where coffee orders have become increasingly complex and intricate, Peet’s Coffee, a brand that played a pivotal role in pioneering the craft coffee revolution in the United States, has launched a new brand campaign called “Coffee for Coffee People.”
This campaign aims to celebrate the simplicity and authenticity of Peet’s coffee offerings, in contrast to the trend of overly complicated coffee orders.
The creative features six humorous spots that playfully poke fun at the elaborate and intricate coffee orders that have become common in the coffee industry.
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Jessica Buttimer, the Vice President of Brand Marketing at Peet’s, emphasized the brand’s dedication to coffee itself. She stated, “There are a thousand ways to make a delicious coffee, but at Peet’s, that doesn’t mean sending the coffee into the background or overwhelming it with other ingredients. We like to celebrate it for what it is, this amazingly versatile and delicious beverage.” Buttimer further noted that many coffee companies seem to have lost sight of the essence of coffee, making it an ideal time for Peet’s to reaffirm its commitment to providing the best coffee.
The “Coffee for Coffee People” campaign was developed in collaboration with Mischief, Peet’s creative agency of record, and No Fixed Address Media, its media AOR. The campaign aims to create an integrated approach to brand communication and establish a connection with coffee enthusiasts who prioritize the true essence of coffee. Watch below:
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Carl Peterson, the creative director at Mischief, highlighted the campaign’s goal of connecting with genuine coffee enthusiasts and underscoring the importance of putting coffee first. By playfully poking fun at what they term “fake” coffee enthusiasts and showcasing Peet’s unwavering commitment to quality coffee, the campaign seeks to resonate with coffee lovers who appreciate the genuine coffee experience above all else.
In their research for the campaign, Peet’s discovered that genuine coffee lovers have a deep passion for coffee. Key findings included:
- 74% of coffee lovers consider their daily cup of coffee as the highlight of their day.
- 87% have the ability to distinguish between a well-made cup of coffee and a subpar one, with 36% considering themselves coffee connoisseurs.
- 74% of coffee lovers express a curiosity about exploring different coffee varieties, blends, and origins.
These ads will be broadcast nationwide, with a particular focus on key markets such as San Francisco, Los Angeles, Boston, and Washington D.C.
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