We Brought Peetniks to the Brightest Place on Earth

To launch Peet's Bright Collection, we celebrated under Svalbard’s Midnight Sun with viral influencer Cecilia Blomdahl.

Overview

Peet’s Coffee was set to unveil the Bright Collection, featuring two captivating new blends: Sun Catcher and Off the Grid. We wanted to bring the collection to life in a way that was just as unique as the blends themselves.

Our Solution

We partnered with Arctic influencer Cecilia Blomdahl to bring a peetnik to her hometown of Svalbard, Norway—the brightest and most remote place on earth—to sip the Bright Collection in perpetual daylight. To launch, we collaborated on a social media post with Cecilia that encouraged fans to enter the once-in-a-lifetime contest.

Results

Through a variety of tactics, including a media/influencer event, exclusive interviews, earned outreach, and a social push, we raised awareness during a crowded summer timeframe. A multi-faceted approach also allowed us to establish relationships with new reporters and break into verticals that were new to the brand, like travel.