Keurig Premium Coffee Systems, a leading manufacturer of single-cup brewing systems for the office, named Cronin/Wallwork Curry, Boston, as its agency to handle the launch of a coffeemaker for homes.
Several undisclosed agencies were considered as Keurig, Wakefield, MA, tries to increase its involvement beyond office-brewing systems. Cronin's marketing plan calls for e-commerce, strategic and brand development, direct marketing, sales promotion and advertising.
“Our challenge is to create awareness and sell it into individual homes,” said David Katz, vice president and managing director of Cronin Direct, Glastonbury, CT.
The Keurig system produces one cup of coffee at a time instead of a pot. A patented “K-Cup” container of ground coffee is inserted into the unit, infused with hot water and poured 30 seconds later into the cup.
Keurig's system uses coffees from brands like Green Mountain Roasters, Van Houtte, Diedrich Coffee, Timothy's and Gloria Jean's. Celestial Seasonings this year began offering its gourmet specialty teas in the K-Cup.
Since its founding in 1998, Keurig has placed more than 30,000 machines in offices nationwide, in Japan and elsewhere in Asia. The U.S. systems alone serve more than 600,000 people daily, with annual production amounting to 120 million cups of coffee.
With its latest foray, Keurig intensifies its rivalry with larger, more established continuity marketers like Gevalia Coffee. The ad campaign starts in the summer.
While campaign details are being kept close to the vest, the main intent is to drive consumers to keurig.com, relaunched in the fall by Boston design shop MRW. Visitors will be urged to buy the new home-brewing system and select coffees and teas for direct shipment to residences.
