Brewing Up a Bold Brand Refresh (Copy)
Client: Sheetz Brothers Coffee
Triple Dog Dare and Cold Brew Coffee - Targeting Millennials
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Led strategy and creative for Sheetz Brothers Coffee cold brew launch. Includes television, digital video and audio, point of purchase (in-store and on-lot), out-of-home, print, social, PR activations, and giveaways.
270k free cups of cold brew coffee served on National Coffee Day as part of the campaign, which earned 92.8 million media impressions and a 22% lift in cold brew sales, with a sustained lift for the remainder of the year.
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Sheetz Convenience Stores, a $7.2 billion privately-held convenience store chain, launched a comprehensive premium coffee line, rolled out across 700 stores in 6 states. This project provides highlights on promotional campaign work my team and I created for cold brew and frozen coffee drinks, targeting Millennials. As the creative and strategy lead, I provided strong leadership for the team’s tremendous contribution to the brand’s growth. Other specific Sheetz campaigns are represented independently within my portfolio.
Sheetz needed a campaign to create awareness of their premium cold-brew coffee to Millennials. We learned that the target audience wasn't willing to give up their "fancy" coffee drinks, but they wanted to be smart about this line item in their budget. We showed that Sheetz is an option for high-quality coffee drinks, and is an option for those who don't want to go along with "the herd". Strategy development included focus group research, secondary research, and client stakeholder workshops. Here are couple of visuals that highlight observations and my final pathway for the recommended creative strategy.
A key moment in the strategy was my recommendation that Millennial women potentially represented a more lucrative audience for this promotion, rather than primarily Millennial men, as the client had previously envisioned. We went through a few rounds of testing to validate the shift in this target audience focus, ultimately targeting Millennial women.
While awaiting testing results, we kept the client comfortable by offering a storyboard version showing male talent as a backup.
Once test results validated the recommendation, and the client felt confident that this was the right move, we cast talent to focus on the female target audience. I enjoyed creative-directing this spot, because I had room to be highly detailed in creating a wardrobe and set color palette inspired by the browns and creamy texture of cold-brewed nitro coffee.
Along with television and digital video, the campaign included social, digital audio, a WAZE takeover, POP, and a billboard buy focused on boards near Starbucks locations. On National Coffee Day, Sheetz gave free cold brew to customers, serving a total of 270k cups. The campaign culminated in 92.8 million media impressions and a 22% lift in cold brew sales, with a sustained lift for the remainder of the year.
FROZEN COFFEE PROMOTION: To promote Sheetz premium frozen coffee drinks during the summer months, I wrote the creative strategy around the idea that these drinks were so cold that they were almost like a popsicle treat for adults. A quick way to communicate extreme cold is the image of getting your tongue stuck to a flagpole in winter (thanks to the movie, A Christmas Story-!), so that's what we did for the creative campaign.
We created wraps for beverage cups, encouraging people to stick their tongue on the cup and post a picture to social media, for a chance to win prizes. Billboards, point of purchase, and messaging on Sheetz tankers helped support the campaign.
Project Highlights:
Led strategy and creative for Sheetz Brothers Coffee, including cold brew and frozen coffee promotions. Includes television, digital video and audio, point of purchase (in-store and on-lot), out-of-home, print, social, PR activations, and giveaways.
270k free cups of cold brew coffee served on National Coffee Day as part of the campaign, which earned 92.8 million media impressions and a 22% lift in cold brew sales, with a sustained lift for the remainder of the year.
About my role:
I was the strategic and creative lead on these projects, and was the copywriter for the work depicted here.
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