Peet's Coffee - Coffee for Coffee People
Peet's Coffee, with its legacy of pioneering craft coffee in the U.S., uses humor to stand out in a saturated market. By emphasizing authenticity and quality, the campaign not only appeals to coffee purists but also cleverly critiques the trend of overly complicated drinks that prioritize additives over the coffee itself
The campaign features six ad spots that humorously mock extravagant coffee orders like "non-fat, extra dry cinnamon triple-cherry chai latte with sweet persimmon fizzer." It positions Peet as the brand for those who prioritize pure, quality coffee over fancy, embellished drinks.
The campaign primarily targets:
True coffee lovers or "coffee connoisseurs" who appreciate the craft behind each cup.
People who prefer simplicity in their coffee choices, rather than complex, trendy drinks.
Consumers in major U.S. cities like San Francisco, Los Angeles, Boston, and Washington D.C.
TARGET AUDIENCE
About the
Campaign -
Peet's Coffee, with its legacy of pioneering craft coffee in the U.S., uses humor to stand out in a saturated market. By emphasizing authenticity and quality, the campaign not only appeals to coffee purists but also cleverly critiques the trend of overly complicated drinks that prioritize additives over the coffee itself
Core Theme of the Campaign -
Peet message: The campaign wants to remind people that at the heart of coffee, it's just thate�coffee. They've stuck to the basics, focusing on quality instead of over-complicating it with flavors and additives.
Humorous approach: Peet's takes a light-hearted jab at the current coffee culture with funny ads that show how complicated orders have become. The exaggerated, intricate drink orders add humor and contrast Peet simpler philosophy.
Highlighting authenticity: Peet ensures every batch is hand-roasted with care, reflecting their commitment to crafting coffee the right way.
Connecting with real coffee lovers: During their research, Peet's found that a significant portion of their audiencee�87%e�can tell a good cup of coffee from a bad one, and they appreciate learning about different varietiese�.
Targeting coffee purists: This campaign is aimed at people who just want a great cup of coffee without the frills. It's made for those who might roll their eyes at an overly complicated coffee order.
Nationwide reach: The ads are running across key markets, ensuring the message reaches a wide audience in major cities.
Backed by research: Peet used insights from coffee drinkers to understand just how deep their love for coffee goes, showing that 74% of coffee lovers consider it the best part of their day.
Creative team: The campaign was developed by Mischief, Peet creative agency, in collaboration with No Fixed Address Media for brand communicationse�