Mr.Coffee

Client : Mr.Coffee

URL : View Project

case study: mr. coffee

Brand :blank

Product : blank

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.

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case study: mr. coffee stanley and mr. coffee ‘morning light’

Brand :blank                                                                                                         ​Brand :blank

Product : blank                                                                                                                     Product : blank

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.

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