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We Created the First Chief Cold Brew Officer for Peet's

We took a BOGO offer and made it so much more by offering Peet's Cold Brew fans their dream job.

Overview

Cold brew coffee has become one of the most popular drinks around the world. With Peet’s Coffee offering a premium craft cold brew coffee, they wanted to create a moment to highlight their Cold Brew Iced Coffee before summer and highlight their product quality.

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Peet's Coffee - theSkimm Article
Peet's Coffee - Food & Wine Article
Peet's Coffee - yahoo Article
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Our Solution

We tapped into iced coffee conversation paired with a “dream job” opportunity to find the world’s first ‘Chief Cold Brew Officer’ (CCBO)—a role that provided one lucky winner with an unlimited amount of Peet’s Cold Brew while also spreading the joy to others this summer.

Results

Peet’s Chief Cold Brew Officer dream job search kicked off with incredibly strong results garnering placements in Food & Wine, theSkimm, and more, catapulting the brand into cultural relevancy.

Peet's 100& Message pullthrough

800M+ Impressions

90 Media Placements

100% Key Message Pull-Through

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TL;DR