CLIENT
Keurig Dr Pepper
Kelly Stuart, VP of Keurig Equity and New Ventures
Sarah Murphy, Senior Brand Manager
Josh Karpf, Director, Cultural Integration
AGENCY
Morgan Seamark, Managing Director
Alexis de Montaigu, Head of Strategy
Tommy Troncoso, Executive Creative Director
Naz Kasim, Executive Creative Director
Andrew Vessels, Senior Strategist
Cherith MacRitchie, Managing Supervisor
Stacy Flaum, Executive Producer
Initiative New York
Linda Cronin, Managing Director
Brad Feather, Group Director
Annex88
Alexa Beck, Managing Director
Doug Tetreau, Associate Creative Director
Rob Engelsman, Head of Strategy
SUMMARY
Millions of older Americans have used drip coffee makers for decades. Entrenched in their behavior, they've been unwilling to consider Keurig, despite being frustrated by drip's inability to brew exactly what they need for every moment. In a category with 3-4 years between purchases, appealing to this audience was vital.
Keurig chose to prove that the K-Duo, their first combination drip and single-serve brewer, could make any occasion the perfect coffee occasion. In doing so, Keurig impacted sales across the brand and outperformed the category during the critical holiday season.
