Keurig was looking for authentic ways into cultural conversations, moments where consumers are talking about and more open to coffee. To start 2019, they didn’t want to let the biggest social conversation of the year pass them by. But how could establish a natural connection to the big game? What role could coffee play on a day defined by the food, the commercials and yes, the game?
Using cultural cues and research into conversation trends, we aligned on the insight that more people call in sick the day after the Super Bowl than any other day of the year. With this insight as a foundation, we created Strong Brew Monday, a program focused not on the night of the big game, but on the morning after. For two weeks leading up to the game, we used football visual cues on social media to help remind consumers that Monday waits for no one. A bundle was made available at Best Buy to ensure brewers were top of mind when fans were buying their other Super Bowl necessity: a new TV.
A 1.8x lift in Keurig sales at Best Buy, versus the average promotional lift. A 60% lift in online attachment rate for the featured coffee brand, Revv. 11.4 million impressions. 32% video completion rate (much higher than average). 6% lift in positive brand sentiment online.