Peet’s Coffee is celebrating the amazingly versatile and delicious beverage in a new brand campaign “Coffee for Coffee People”. It looks past the intricate coffee-based drinks that other coffee brands often have.
Jessica Buttimer, vice president of brand marketing at Peet’s Coffee, said coffee companies have kind of lost the plot in terms of caring about actual coffee. “So it felt like rich territory for Peet’s to come out and show our priority is simply coffee, quality coffee.”
For the ambitious campaign, Peet’s Coffee did a bit of research to see how deep the love of coffee runs among true coffee people. It found that 74 percent of coffee lovers consider their cup of coffee the best part of their days; 87 percent know a good cup of coffee from a bad cup and 36 percent would go as far to consider themselves a coffee connoisseur; and 74 percent of coffee lovers declared they are curious about understanding different coffee varieties, blends, and origins.
Carl Peterson, creative director at Mischief – a creative agency that worked on the campaign, said as a devoted regular “coffee coffee” drinker, he knew the audience was out there for a brand that put coffee first. “So it was just a matter of connecting with them. Sometimes, the fastest way to show people who you are is by showing them who you are not. The best way to do that, we thought, was to make a little fun of the “fake” coffee enthusiasts.”
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