Sure, once the summer weather hits, you might joke that you're suddenly drinking cold brew like it's your job. But what if it actually was your job? At Peet’s, the search for the Chief Cold Brew Officer was born.
For years, the brand had been struggling to reach younger audiences. With a campaign dreamed up and shot in-house, Peet’s showed it understood the plight of the summer intern. It’s social currency nearly doubled—- and it showed it could take a bite out of the $500M cold brew market.
Relevant? It even earned a top-of-the-fold free shout out in The Skimm. It’s social engagement soared by triple digits. And maybe, just maybe, Peet’s no longer seemed like the coffee shop you only went to with your grandfather.
Best of all, everyone was in on the joke. At some level, the news was, Wait, What? Peet’s has a sense of humor?
All for the cost of a campaign that somehow came in at under $20K.
(Note: the “star’” of the campaign actually was a Peet’s summer intern.)