Kick the habit / This campaign familiarises people with the habit of going to Peet’s for coffee. This helps solve a business challenge for the brand, as Peet’s parent company, JDE Peet’s, has been losing market share to competitors and accumulating serious debt. To counter this slide, the chain here is targeting habitual coffee drinkers that frequent rival chains, giving them a great reason to give Peet's a try.
Encouraging them to sample Peet's coffee not only expands their consideration list of coffee destinations but also gets them to try the product, find out where their nearby branch is, create a Peet’s loyalty account and to download the app – all at once.
In short, the campaign serves as a comprehensive point of entry into Peet’s Coffee shops, attracting some of those ‘promiscuous’ coffee lovers Buttimer talked about – and turning that audience’s habits into an opportunity.
David & Goliath / With the Disloyalty Program, Peet’s Coffee leverages the strengths of its competitors: the significant levels of engagement with their loyalty programme. It’s a familiar exchange for coffee drinkers, accrue enough stamps and get a free cup. Big players in the coffee category have strong loyalty schemes: at its peak, over half of Starbucks’ sales were driven by rewards customers. This campaign sees the California-based coffee chain fight back.
Consider this: exploiting your competitors' vulnerabilities is a well-established strategy, much like how David targeted Goliath's weakness with a stone. Using their strengths to your advantage, however, is a more original tactic. This approach resonates with people's natural inclination to support the underdog, making it an original yet powerful strategy that distinguishes Peet's Coffee in a highly competitive market.
