Keurig

Morgan Gooch, Rachael DeVries, Shuyi Hao, Brie Sievers

At-A-Glance
Redefine
Your
Daily
Grind

Goal
To increase
Keurigs
market
share by
5%

Business Problem

Convince current coffee consumers to switch from coffee

shops to Keurig

Consumer
Freelancers,
college students,
and those who do
not have a set
daily routine
Individualist
Creative
Not a coffee-snob
Philanthropic
Prefers real mugs

Competitive Set
Conservation of
resources
Time efficiency
Less distraction
Convenience
Individualistic flavors
Lower cost
Fresh taste

Tension

Culture
Coffee shops=Trendy
Stereotypes about coffee
shop groupies
Coffee shops have regular
hours
Coffees are made for them
Time-consuming/Busy

Consumer
Values individualism
They are not of one of them
24/7 is what they need
They prefer to be self-brewers
Time sensitive

Campaign #1
Coffee doesnt have
to be a foreign
language
Keurig makes
exactly what you
want, minus all the
tricky translations

Radio Spot 1
SFX: Doorbell and door opening into public space.
Espresso machine is working. People are talking in the
background. Edith Piafs Milord is playing.
Female Barista: Bonjour, Welcome to the French
speakers coffee shop! What can I get for you du jour?
Male Customer: Um Hi, Id like a medium coffee.
F: You must mean grand. Do you want a shot of
espresso or a flavor addition?
M: um..
F: Do you want decaf, regular, bold, extra bold,
Parisian beans, beans roasted in Nice, or our store
blend?
M: um, well I like dark roast, so.

F: Zut Allors! We forgot to check if youre a member

of our Cafe du Francaise program?
M: Whats that? I dont think so. Can I just get
regular coffee?
F: Oui monsieur, un moment sils vouz plait.
M: Huh?
SFX: Relaxing Music, no french speaking in it.
Male Voiceover: Coffee doesnt have to be a foreign
language. Keurig makes exactly what you want, minus
all the tricky translations.

Radio Spot 2
http://www.speakpipe.com/voice-recorder/msg/bf80tg0739uelsx2

Keurig
:60 Radio
Would You Rather?
Female AVO: How would you like to start your
morning?
Female AVO:
A medium coffee, please
Grande?
What?
Any room?
For what?
Skinny?
Thanks?
Name?
Erin
How do you spell that?
E-R

SFX: Annoying morning rush coffee shop sounds

-loud coffee grinding
-Teen girls loudly gossiping about last weekends party I
cant believe she drank that much Oh my gosh, I know! She was
a mess last night. Did you see her hair? etc.
-Old man coughing
-Cell phone ringing obnoxiously
-Barista: Grande, skinny half-caf with some room for Erik
Is that me?
Female AVO: Or this?
SFX: Quiet coffee brewing sounds
-Button on Keurig clicks
-Coffee drips slowly/quietly
-Single person sipping coffee- Ahh
Male AVO: Coffee doesnt have to be a foreign language. Keurig
makes exactly what you want, minus all the tricky translations.

Keurig
:60 Radio
Coffee doesnt have to be a foreign language
Female AVO 1: Repeat after me Grande
Female AVO 2: grand-ee
1: Mocha
2: moo-chaa
1: Caf au lait
2: cafee oh late
1: cappuccino
2: cap-oh-chee-no
1: Good! Now lets try something a little more difficult. Repeat after me Venti 1/2&1/2, 10 Pumps Vanilla, Extra
Whip
2: vent-eye half and half, 10 pumps vanilla, extra ship What does venti even mean?
1: Quad Grande, Non Fat, Extra Hot Caramel Macchiato Upside Down
2. How can a drink be upside down? And what is a quad?
1: Caramel Macchiato, Venti, Skim, Extra Shot, Extra-Hot, Extra-Whip, Sugar-Free
2. Wait what?????
Male AVO: Coffee doesnt have to be a foreign language. Keurig makes exactly what you want, minus all the tricky
translations.

Radio Spot 3

#KeurigIntervention

Campaign #2

People nominate their friends and family via social media

sites
A camera crew follows the nominee around and tracks their
bad coffee habits
Coffee Gurus surprise them and expose their bad habits
Coffee Gurus teach them about Keurig and its benefits and
give them a Keurig and Kcups so they can transform their
daily grind
Creation of mini-documentaries that can be cut into
commercials

#MyMug

Campaign #3
Redefine your daily grind:
change your morning coffee
routine to match your
personality

Print Advertising
No Time Crunch.
No Chit Chat.
No Problem.
Keurig.

No Scraping Windows.
No Frostbite.
No Problem.
Keurig.

TV Commercial

Emphasizing things you cant do if you go to a coffee shop: Wear only your
underwear/dance when no ones looking/etc.

Recommendation:

Redefine your daily grind

Targets consumers through many forms of communication.

Combines social media appeal with individuality.
Showcases convenience through print.
Television commercial would be entertaining and humorous.

No Time Crunch.
No Chit Chat.
No Problem.
Keurig.

#MyMug

Measurement
Keurigs Website
Traffic
Amount of Sales
o Kcups & Keurig
The number of social
media followers
The number of
keywords search
related to Keurig