Idea: “To appeal to the hotel luxury market, Keurig needs to look different. ” — Lis Gerber
Client: Keurig Dr. Pepper
What we did: Creative Direction, Brand Strategy, Research and Development, Hands-on Design, Photo Strategy, Photography and Video Art Direction, Location Scouting, Shoot Planning, Producing and Execution
About the project: Keurig Commerical wanted to develop and activate new market strategies for its Away-From-Home business unit—which includes workplace, hospitality, convenience store, universities, healthcare and more. One business unit, but with very distinct stakeholders and enterprise objectives—a “one-size-fits-all” approach to brand marketing would not get it done. I helped Keurig strike a balance between a globally consistent brand presence and hyper-targeted, opportunity-specific activation.
It started with a photography shoot, providing assets that could establish this new, elegant and elevated sense of “luxurious convenience and customization.” The assets would serve as the foundation for digital and print collateral. We then developed video content to bring the product’s features and benefits to life.
The response was immediate—subverting the expectations of luxury hotel buyers, generating enthusiasm, and fueling buy-in among sales and field reps.