The document is a creative brief for a Keurig 2.0 advertisement targeting college students. It provides background on Keurig's marketing which uses humor and games. It also outlines their competitors' strategies. The objective is to make the Keurig 2.0 a college essential by emphasizing its popularity. The target market is college students who want to impress peers with material possessions. The concept direction plays on hook-up culture, suggesting the Keurig can help students impress potential partners as quickly as online dating apps.

1. Student name: Corrin Dove
Campaign 2
JMS 562- Advertising Creative
Instructor: Joel Kordyak
Company: Keurig
Product: Keurig
Creative Brief
Client name:
Keurig
Product/Service:
Keurig 2.0 ($89.99-199.99)
Market Background: Keurig uses humor and colorful imagery in its advertisements. One of their
2014-2015 print ads, was a play on words. Its message was that the Keurig 2.0 was creating a
stir, or “brewhaha”. The ad campaign continued on by creating an interactive game that follows
the guidelines of Simon Says. The Ultimate Brewhaha Game connected print ads to technology.
All outlets displayed the multitude of K-cups and stayed with similar themes.
Competition: Ranked by Financial Success
1) Nescafe Dolce Gusto ($106.99):
a. partnered with leader in Cappuccinio and Espresso machines
b.advertise all types of caffeinated drinks they make
c. advertise using cutting edge technology and artistic design
d.tailored toward females (pink colored, affair joke ad)
e. poor ads, full of too much illegible text
f. One ad targets Starbucks competition
g.Focus on eco-friendly
2) Bosch Tassimo ($99.99):
a. Product reads a barcode that tells specific temperatures, water, and time duration
for that drink
b.Can personalize with color kits
c. Ads have multiple pods on them and coffee items
d.Ads text heavy and feature barcode details
e. For coffee connoisseur who is hesitant to trust at-home coffee
f. Sleek ads
3) Starbucks Verismo 580 ($99.00)
a.Focus on recreating Starbucks recipes
b.Ads focus on how you are making coffeehouse quality at home.
c. Dark colors and crisp visuals.
d.Targeted to devoted Starbucks drinker: uses visuals they would know instantly
e. “All from one machine”

2. Business/ Ad Objective:
Make the Keurig 2.0 a college essential by emphasizing its popularity and status.
Media Mix:
8 ½ x 11 print advertisement
Target Market/ Demographic/ Audience:
College students 17 to 22. They are interested in being ahead when it comes to material things.
Their belongings reflect their knowledge of what’s in. Impressing their peers is important to
them.
Tone of Voice:
Voice of a well-spoken adult. Knows their stuff and is open to sharing.
“Mandatories”:
Headline, Image, Call to action
Proposition:
Keurig is a conversation piece. It intrigues people and creates a stir, making you the person with
the exciting gadget.
Call to Action:
Heat things up

3. Student name: Corrin Dove
Campaign 2
JMS 562- Advertising Cre-
ative
Instructor: Joel Kordyak
Company: Keurig
Mind Map- Drawn

4. Student name: Corrin Dove
Campaign 2
JMS 562- Advertising Creative
Instructor: Joel Kordyak
Company: Keurig
Product: Keurig
Mind Map: Final Phrases
Proposition: Keurig is a conversation piece. It intrigues people and creates a stir, making you
the person with the exciting gadget.
Selected Concept Direction: Keurig is as seductive as hookup culture.
*Smooth turn on, fast results
*They swipe right every time
*All eyes on your hot machinery
*Single, rich and strong
*Perfect size, satisfying results
*A size for every need
*Making mornings
*Be the third wheel
*Up all night
*It’s a match every time
*More single than your Keurig
*The speediest speed date
*Sudden Steam
*Dream cup size
*Curvy and steamy
*Wake up every sense
*Key to the morning after
*Only name you need to know
*We get all the hands on action
*Instant connection
*Experienced and ready
*Fog up the windows
*Exotic

5. Student name: Corrin Dove
Campaign 2
JMS 562- Advertising Creative
Instructor: Joel Kordyak
Company: Keurig
Product: Keurig
Concept: The target audience is a part of
hook-up culture. They want to impress people
in a short amount of time. The Keurig does
this. Play-on words make Keurig seem like
the perfect addition to their dating game.
Headline 1 (Weak):
They Swipe Right Every
Time

6. Student name: Corrin Dove
Campaign 2
JMS 562- Advertising Creative
Instructor: Joel Kordyak
Company: Keurig
Product: Keurig
Concept: The target audience is a part of
hook-up culture. They want to impress peo-
ple in a short amount of time. The Keurig
does this. Play-on words make Keurig seem
like the perfect addition to their dating game.
Headline 2 (Middle):
Single, Rich, and Strong

7. Student name: Corrin Dove
Campaign 2
JMS 562- Advertising Creative
Instructor: Joel Kordyak
Company: Keurig
Product: Keurig
Concept: The target audience is a part of
hook-up culture. They want to impress peo-
ple in a short amount of time. The Keurig
does this. Play-on words make Keurig seem
like the perfect addition to their dating game.
Headline 3 (Strong):
Always Gets to First Base