Re-engaging Millennials and How Coffee Fits Into Their Lives

Challenge

Understanding how a legacy coffee brand can refresh its messaging to attract a new generation of at-home coffee drinkers.

A major at-home coffee brand needed a way to breathe new energy into their brand positioning to engage younger drinkers who may not have considered them before. How could they take their nostalgic equities, and make them relevant to today?

Approach

We explored a range of positioning territories and moodboards with both loyalists and prospects — gauging relevancy, distinction and fit with brand. This approach allowed us to gain a genuine understanding of what elements of the territories and moodboards were resonating, and which ones were failing to connect.

Impact

Through our analysis, we uncovered the sweet spot between cherished brand equities and a fresh tone that could attract new drinkers while keeping long-time fans happy. These insights gave out client clear guardrails for bringing the refreshed positioning to life in advertising.