Peet’s Masterclass.
PEET’S COFFEE
Problem - Despite being consumed daily, often multiple times a day, coffee remains an unexplored subject for many.
Fun fact: Alfred Peet, the founder of Peet's Coffee, taught the founders of Starbucks.
Solution - Present Peet’s as the master and mentor of coffee, eager to share their expertise and love for authentic coffee with you.
PEET’S MASTERCLASS
A 360 campaign from print, to stunts, to retail innovations that positions Peet's as the master of the craft of coffee making
WELCOME TO
Peet’s School Bus — just like every great school, Peet’s has a school bus… but for coffee. These will drive around busy streets, offering people a perfectly brewed cup of coffee, as well as a quick masterclass in the art of making it.
We’re also taking other coffee shops back to school
We’ll park outside of other shops and give ‘lessons’ on what great craft coffee is really about.
And our ads will be lessons on coffee, revealing intriguing facts that may surprise you...
Coffee Table Textbook - These will be placed in Peet’s coffee shops, so people can learn a bit more about how Peet’s is the master.
Coffee Curriculum - Peet’s is enhancing their app by adding a curriculum tab. This feature will provide coffee enthusiasts with an array of resources, including coffee lessons, quizzes, and tools for tracking their knowledge.
‘Coffee in the Raw’ Bars - select Peet’s locations will strip back everything that makes a coffee shop modern and show the basic bean-to-bag-to-cup process. These places will host coffee tasting events, offering guests the opportunity to taste pure, master-brewed coffee, without all the fancy extras.
Coffee Professors - at Peet’s, we don’t have coffee baristas. We have coffee professors. Instead of having to wait for your coffee on the side, feeling disconnected from the experience, Peet’s professors will talk about the process while you watch them make your coffee.
AD: Dahlia Nin, Alexis Bayani
CW: Collin Kendall
