With the brew at home category becoming crowded with challenger brands, Keurig needed to stay top of mind and reinforce its premium positioning; laying the groundwork for conversion of the patent-protected system against competition.
Keurig wanted to make a splash with a national launch plan that coincided with a full retail rollout. Through a branded mobile unit that transformed into a mini café environment, the Keurig Vue Tour invited consumers to join in on the customized coffee conversation. We sampled a variety of drinks from multiple Vue brewers, and educated consumers how the Vue technology works. Along with interacting with specially trained brand ambassadors, tour visitors participated with technology-focused engagement elements which tied into the brewers’ biggest selling points: BIGGER. HOTTER. STRONGER.