The strategy of the campaign fused the already established irreverence of the brand to a widely beloved behavior, drinking coffee.
Specifically targeting millennials and by using experiential tactics targeting millennial culture and habits, this campaign needed to create awareness for the new product, in a fast memorable way with a demographic that can be hard to reach with traditional market tactics and media platforms. We produced content that was as bold and unapologetic by using hidden camera techniques and honest, authentic LIVE reactions as the average customer in a local Texas coffee shop went about their daily ritual… grabbing cup of coffee.
