Angela Renai | Keurig K-Mini New Responsibles

YouTube spot produced by HAVAS

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K-Mini
Brew You
Collection Campaign

Keurig | Social Campaign

The Brief: Keurig is the beloved easy-to-use coffee brewer brand used in kitchens across the country. Keurig wanted to attract a new audience of Gen-Z users with a smaller K-Mini design updated with fun colors and customizable decals appealing to their interest in exclusivity, style, and cost.

Together with Havas, we created a campaign inspired by the creative interface of Instagram Stories such as customizable stickers and gifs. The three Main RTBs we utilized were limited-edition colors, emoji-style personalization options, endless possibilities to brighten up any dorm room or apartment. 

 In total, we created nine pieces of content running across three weeks that including animated UI hacks, roulette games, and elaborate stop motions to be adapted across platforms. The limited edition brewers sold out quickly. 

Role: Concept Development | Set Design | Art Direction | Design | Styling | Copywriting Support

ECD: Florent Imbert
Senior Creative: Angela Renai Comer

AD: Mikayla Madigan

CW: Samantha Reece

OTHER CREDITS: Photo: Lena Nicholson, Hand Modeling: Angela and Mikayla :)

Agency: Annex 88 + Havas

Stories

In-Feed

Stories

In-Feed

K-Mini Plus New

Responsibles
Campaign

Keurig | Social Campaign

The Brief: For this campaign, Annex88 was challenged by Keurig to create a social forward campaign to speak to a specific generation of Keurig users: the "New Responsibles". This target is new to adulthood with an awareness of cost, space, convenience, and trying to find an alternative to the daily coffee shop trip. Enter the K-Mini Plus with a more grown-up style.

Here we created a mini-campaign that reflected 5 different environments the size-friendly brewer could occupy within a small apartment. We paired these with cheeky copy about the challenges of the new-to-adulting target. The copy highlighted the 3 main RTBs of size, convenience, and cost.