Cutting through the coffee noise

Keurig creates a "brewhaha" to show that its new brewer can go beyond single-serve capabilities.

The newest brewing machine from Green Mountain Coffee Roaster’s Keurig is creating a “brewhaha” to show people that are attached to their old-fashioned drip coffee maker that the new machine has the tech behind it to be up to whatever task is presented to it.

Running until the end of December, Keurig is promoting the Keurig 2.0 brewer through TV spots, pre-roll video, out-of-home and live demos showcasing the variety and innovation in the new machine, especially when it comes to its ability to brew a full carafe of coffee from the familiar, single-serve pods. The campaign kicked off with an event at Yonge-Dundas Square in Toronto on Oct. 16, where patrons that approached a nondescript-looking Keurig 2.0 for a cup of coffee were suddenly surrounded by what had seemed to be regular office workers, construction crews and musicians creating their own “brewhaha.”

The company has also launched a “Simon Says”-style game online, where users can win prizes ranging from K-Cups to accessories to a Keurig 2.0 brewing machine by mimicking the pattern of the various cup sizes it can brew. Keurig is also bringing the game outside of its digital interface to events and demos using 3D-printed cups.

The campaign’s creative is being handled by Sid Lee Montreal with PHD/Touché handling the media buy.

Julie Pomerleau, Keurig’s director of marketing, says the “brewhaha” idea is meant to bring a moment of joy to something most people do every day, with the campaign creative centred around the range of serving sizes that Keurig 2.0 can brew, including the large carafe.

Pomerleau says the campaign is primarily targeting those that haven’t made the switch to a single-serve, pod-style coffee brewer.

“[Consumers] know Keurig and single serve coffee now, and there’s been a lot of noise in the last few years,” Pomerleau says. “We need to differentiate ourselves and own something. That’s in the variety that we offer, but the innovation is something we want to push towards new and existing Keurig users.”

Pomerleau says that it wants existing users to know about the variety and innovation available to them, but much of its marketing comes from insights about what keeps non-Keurig users from making the switch. The carafe that the Keurig 2.0 boasts is in response to hearing that more people wanted a larger serving size for things like entertaining.

Pomerleau says that even though the budget behind the Keurig 2.0 launch is similar to campaigns it has run in the past, the company has taken what its learned from those campaigns to try to optimize its reach to potential new customers. This includes doing more trial and demo events that get consumers more familiar with the system.

“The challenge is that we need people to be more familiar and try it more if we want to get them to switch,” Pomerleau says.