Peet’s doesn’t have a product problem. Their obsession with making quality craft coffee is unmatched. But they do have an image problem. Revolutionizing coffee in the US, 60 years ago wasn’t attracting consumers today. Familiarity and preference were low. The brand has been quiet and dark for too long, failing to connect with the modern coffee lover.
Consumers’ relationship with coffee was deepening. But it seemed like the larger category had lost the plot. There was a growing disparity between peoples’ obsession with coffee, and the category’s lukewarm relationship with it. Brands were way too distracted by bells & whistles, dessert drinks over coffee, automation over craft, style over substance. Where was the coffee at the heart of it all? We saw an opportunity to connect with true coffee people over a shared obsession with coffee.
Demonstrate that Peet’s is a true Coffee’s Coffee made for people who like Coffee coffee. Not whatever the hell a birthday cake blend is. With ‘Coffee for Coffee People’, we positioned Peet’s as the flag bearer and defender of quality craft coffee. Finally, a coffee brand that gets coffee people.