Meet The Coffee Nerds.
This premium Third-Wave coffee brand with a loyal West Coast following needed to reach unfamiliar East Coast markets. What sets Peet's apart from many other grocery coffee brands is their dedication (some might call it obsession) to the perfect cup of coffee. And that dedication is fueled by a passionate group of people who have devoted their lives to learning everything there is to know about coffee, so you can know a great cup. Enter the Coffee Nerd.
Wild postings with obscure coffee terms were posted in major metropolitan areas to create buzz and drive people to AksACoffeeNerd.com to learn more. In conjunction with the wild postings, in-store POS and Outdoor announce an upcoming event at a local grocer, with date and location.
Ask A Coffee Nerd .com
An interactive video website featuring a Coffee Nerd who can answer any question a user might ask—whether it’s about coffee, life or ancient history. Users can also interact with the environment to discover extra content such as a book of coffee facts and terminology or a quiz to determine what blend of Peet’s is the right one for your taste profile.
Coffee Facts Campaign
The notion of Peet’s as a knowledgeable—and therefore superior tasting—coffee brand while instilling a human and colloquial tone was reinforced by placing coffee fun facts in the hands of consumers and naturally, in the coffee aisle.