Millennial Opps: Peet's Coffee launches first ad campaign from new AOR (Score 12)

Sales lead: Reach out now to see if you can score some of these extra ad dollars. 

• Peet's Coffee (PC) just launched a new ad campaign called "Coffee for Coffee People." 
• The push is currently being supported in San Francisco, Los Angeles, Boston, and Washington D.C.
  • It includes multiple spots that are being supported across Hulu, YouTube, TikTok, Pinterest, Spotify, Amazon, and OOH. 
  • It will launch a national campaign in 2024 if the regional push is successful. 
• We predicted an ad campaign when we told you about PC hiring Mischief. 

Target demographic: Millennials

The company will likely:

• Continue ramping up digital spend
• Make additional agency changes
• Launch a national campaign in 2024

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: PC spent nearly $2.6m on digital display ads YTD, an 18% increase from $2.2m spent in this channel during the same time period of 2022.
• YTD data: 361.4m impressions via Instagram (60%), Facebook (31%), and YouTube (9%). 
• 2021-2022 spend: Full-year spend fell by 52% from $5.4m in 2021 to $2.6m in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as instagram.com, facebook.com, and youtube.com.

Additional channel insights  

• Vivvix: PC also utilizes OOH, print, radio, and local broadcast. 
  • It holds media planning discussions in Q3, and it buys during Q4. 
• Top podcasts sponsored: Up First and Fresh Air. 

Agency analysis:

• Opportunity: Keep offering your services because agency reviews commonly follow one another. 
• Current roster:
  • Mischief @ No Fixed Address: creative AOR
  • No Fixed Address: media AOR
  • Finn Partners: PR