Keurig 2.0 Brewing System Launch
Keurig is well known for their single-cup coffee brewers, but with the launch of the Keurig 2.0 Brewing System, the brand expanded their technology to brew a single cup or a full carafe. To inform consumers about the product’s new dual brewing capability, an engaging retail communication strategy was required. Two types of displays were used in the launch: a full countertop unit that featured the brewer and carafe, and a space-saving video tower.
- Launch the Keurig 2.0 Brewing System at multiple channels. Showcase the new dual-purpose brewing technology: single cup or full carafe.
Design Research & Strategy
- The key to the retail marketing strategy was to inform customers of the Keurig 2.0 Brewing System’s dual-brewing capability. A video player served as the primary communication tactic in both displays. To visually represent the brewing duality, both displays featured a K-Cup® and a K-CarafeTM coffee pod in a glorifier showcase. The countertop unit added the Keurig 2.0 brewer and carafe as the highlight of the display.
- The consumer-activated media player engaged shoppers with a video that introduced the Keurig 2.0 brewing technology.
- Displays were customized to fit each retail channel. Kohl’s and Walmart received space-saving video towers, whereas Bon-Ton and Bed Bath and Beyond received the expanded countertop unit.