case study: mr. coffee
Brand : 
Product : 
Category : Kitchen Appliance
background:
When Mr. Coffee launched their first foray into “potless” coffeemakers, they understood the need to educate consumers about coffeemakers without a coffeepot. Given that most consumers make their retail decision in the aisle in less than 2 seconds, Mr. Coffee turned to DRTV to educate and inform consumers.
objective:
Develop a DRTV spot designed to introduce and generate retail demand at retail stores, particularly big box chains such as Walmart and Target.
target:
Male/Female, 50%/50%, 35-55+
challenges:
Introduce new technology to a utilitarian product that adds convenience to an everyday ritual: coffee drinking.
Further, create enough product education to overcome the consideration period (>2 secs) in retail aisles.
solution:
Create a fun, humorous, high-end DRTV spot that makes light of the last “fair target” demographic, mothers-in-law. Specifically, use and repeat the phrase, “Where’s the pot?” such that key feature/benefit is both the humorous point and the point of differentiation.
offer:
No DTC offer. Pure brand awareness.
results:
- Launched the Fall 2014 before the holiday season with 200,000 units ordered from China with an aggressive
morning television media push coupled with drive time personal radio with a combined $2MM spend. - Good news/Bad News: A week before Black Friday, both Walmart and Target sold out of this Mr. Coffee unit.
The advertising worked too well.
case study: mr. coffee ‘stanley’ and mr. coffee ‘morning light’
Brand : Brand :
Product : Product : 
Category : Kitchen Appliance Category : Kitchen Appliance
background:
When Mr. Coffee entered the pod market in 2013, they co-branded their machine with Keurig, the leader in pod coffee. Mr. Coffee intended to take advantage of the perceived branding established by Keurig to upgrade the discount brand of Mr. Coffee.
objective:
Develop a DRTV spot designed to introduce and generate retail demand at retail stores, particularly big box chains such as Walmart and Target, but focusing on variety, customization, and convenience.
target:
Male/Female, 50%/50%, 35-55+
challenges:
Introduce an established technology in branded Keurig coffeemakers at accessible, discounted prices now available in Mr. Coffee coffeemakers. Further, reinforce that this Mr. Coffee machine uses the same Keurig pods on more expensive machines.
solution:
Create a fun, high-end DRTV spot that focuses on a single guy named “Stanley,” making single serve customized coffees for women on his apartment floor. This first year of 2013 focused on a smile to deliver the variety, customization, and convenience messaging. The second year of 2014 didn’t need to remind consumers how pods work (as they were well established by then), but instead reminded consumers of the benefit of making that perfect, customized first cup of coffee in the morning, in a spot called, “Morning Light.”
offer:
No DTC offer. Pure brand awareness.
results:
- Launched the Fall 2013 along with the “Where’s the Pot?” campaign also with 200,000 units ordered from China with an aggressive morning television media push coupled with drive time personal radio with a combined $2MM spend.
- Good news/Bad News: A week before Black Friday, both Walmart and Target sold out of this Mr. Coffee / Keurig unit. The advertising worked too well.
- In Fall 2014, the “Morning Light” creative had the same push, only this time, 300,000 units were ordered and sold over the course of the holiday season.
