Peet’s has been making expertly crafted coffee since the 60s. They trek to remote mountain farms to source the highest quality beans. They hand pick and hand roast every batch. They taste hundreds of cups a day to make sure they’ve nailed the flavor. Peet’s is obsessed with coffee.

But lately, they’ve fallen off coffee lovers’ radar, facing steep competition from coffee bigwigs like Starbucks and Dunkin.’ Peet’s needed to set themselves apart by showing what they did best: make coffee, for coffee people. For those who consider coffee the best part of their day and will sacrifice anything to get it.

Objective

-Hospital was the centerpiece of our overall brand campaign. With this work, we set out to drive overall awareness and engagement with Peet’s coffee.

-Apart from media metrics, we also wanted this piece of work to contribute to an overall lift in familiarity amongst our target audience.

In the film, we see a woman rushing to visit someone in the hospital. She rushes in the room, and asks “how is he?” in a worried tone. But, she’s obviously stopped for a steaming cup of Peet’s coffee on the way. Her sister, slightly appalled, asks, “did you stop for coffee?...monster.”

Clearly, nothing could get between this woman and her sacred cup of coffee. You see the words “Peets, Coffee for Coffee People” come up on screen. The tension persists.

We used humor to demonstrate the pull of a good cup of Peet’s expertly crafted coffee.

Our Hospital film was highly successful, delivering 52M impressions across the campaign. It was thumb-stopping, with a video view rate of 90%, exceeding category benchmarks. Beyond this, we beat all platform benchmarks when it came to video completion rate. Instagram was a highlight ,where we had 7X the average video completion rate.

Beyond this, the video contributed to increased brand familiarity with a +16ppt lift in favorability.

This case is proof that humor, paired with a distinct brand point of view can drive interest and relevance for a brand that needed to get back on people’s radar.