Coffee-mate came to MetaVision for help building awareness of its newest product, Coffee-mate-2Go, a concentrated, shelf-stable version of its traditional Coffee-mate product. Perfect for stashing in a purse, desk drawer or glove compartment, Coffee-mate-2Go is made for the busy commuter.
Our campaign played off the idea of “happy hour” with the creation of “Groggy Hour,” those hours between 5-9 a.m. that are the worst part of the day for most commuters. Through a partnership with Spotify, Coffee-mate-2Go equipped commuters with all the tools they need to make it through the Groggy Hour. Targeting millennials just forming their coffee-drinking habits, we provided mobile users with a custom playlist based on where they were – work, school, commuting, airport. Users also earned a half hour of ad-free listening in exchange for watching a Coffee-mate-2Go commercial.
A Vizu study found a 23.7% lift in awareness of Coffee-mate-2Go following the campaign – 137% above the benchmark 10% lift. By naming, owning and “fixing” the Groggy Hour, we positioned Coffee-mate-2Go as a partner in our consumers’ early morning struggle.