Case Study by Havas/Annex 88

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Brew Up, America Campaign

Keurig | Social Mini-Campaign

The Brief: Keurig is the beloved easy-to-use coffee brewer brand used in kitchens across the country. Keurig challenged Annex 88 to come up with a new approach to the traditional route of creating evergreen monthly content and to find/develop unique moments ownable to the brand in a sea of oversaturated coffee conversation. 

To answer the challenge, through research Annex88 discovered Daylight Saving as a day when social media users complain about needing endless amounts of coffee the most.

We proposed positioning the Keurig
K-Duo Plus as the perfect solution for a "holiday" most people loathe. We created a campaign centered on a daytime talk show called "Brew Up, America" helping to not only remind our audience that Daylight Saving was approaching, but to prepare with the perfect brewer.


In total, we created 3 Videos and 3 Image based pieces of content to run for a week adapted across In-Feed and stories platforms. As a result the brand experienced a significant lift in sales and an ownable day in an over-saturated coffee market. 

Role: Creative Concept Development | Art Direction | Set Design | Styling | 
Design/Animation Support | Talent Direction | Video Editing

 

ACD: Doug Tetreau
Senior ADs: 
Angela Renai Comer, Morgan Owen

CWs: Max Mitriani, Tyler Sharkey

Photo/DP: Lena Nicholson

Video Directors:
Angela Renai Comer, Tyler Sharkey

Agency: Annex 88

Strong Brew Monday Campaign

Keurig | Social Mini-Campaign

The Brief: As a continuation of Keurig's challenge to Annex 88, They challenged us to find an additional unexpected day ownable to the brand to educate users on the existence of the "strong" button setting on the brewer. 

We then gained insight on a day one might not be aware they need coffee, the day after the Superbowl. A day that has the highest percentage of "sick calls" to work. We dubbed this day "Strong Brew Monday" and created a subsequent sportscaster themed show. Newscasters in a kitchen gave a play by play of Keurig owners surviving the day with their new K-Duo Plus brewer. 


In total, we created 3 Videos set to run a week before the superbowl, and 2 geo-targeted Instagram stories to go to the cities of the final teams. We again saw a lift in sales of the brewer prior to the Superbowl and an additional ownable day in an over-saturated coffee market. 

Role: Creative Concept Development | Art Direction | Set Design |  Styling | Design/Animation Support | Talent Direction | Video Editing

 

ACD: Doug Tetreau
Senior ADs: 
Angela Renai Comer, Morgan Owen

CWs: Max Mitriani, Tyler Sharkey

Video/Editing: David J Barron

Talent Casting and Direction:
Angela Renai Comer, Tyler Sharkey

Agency: Annex 88