Keurig: Cup by Cup
︎Social campaign
Agency: Annex88
Role: Senior Art Director
CD: Reggie VanNurden
Gen Z, “the new responsibles” are at critical times in their lives where they’re facing multiple challenges at once—graduating college, job searching, apartment hunting. Wherever they are, they can make a perfect cup of coffee to fuel that first step forward, cup-by-cup. K-Mini helps take on each of these milestones by brewing one cup at a time.
Cup of Courage Coffeehouse - Activation pop-up
We’re opening a K-Mini pop-up coffeehouse for those who seek a cup of coffee and courage to take that first step forward—reviving the art of motivational mugs. Partnering with a diverse group of design-based influencers, they’ll create limited-edition mugs and curate K-mini spaces to envision how it can live in your home.
We’re opening a K-Mini pop-up coffeehouse for those who seek a cup of coffee and courage to take that first step forward—reviving the art of motivational mugs. Partnering with a diverse group of design-based influencers, they’ll create limited-edition mugs and curate K-mini spaces to envision how it can live in your home.
Cup of Courage Launch - Influencer partnership
To launch the Cup of Courage Coffeehouse, our partner influencers will invite their followers to the pop-up. They’ll reveal their customized limited-edition mugs that’ll be available only at the pop-up.
Toast to Toast- UGC, Stories with influencer partnership
We’ll start a chain of motivational mug toastings through Instagram Stories with the help of influencers who are facing milestones of their own. Those who don’t have mugs on hand can fill out their own message with a template provided by Keurig.
We’ll start a chain of motivational mug toastings through Instagram Stories with the help of influencers who are facing milestones of their own. Those who don’t have mugs on hand can fill out their own message with a template provided by Keurig.
A K-Mini Minute- Instagram Series
Through Instagram, we’ll share useful tips in the time it takes to brew a cup of coffee with the K-Mini.
Flavor of the Week - Partnership spotlight
Every week we featured new flavors for your mug with the touch of one button.
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