Dutch Bros Coffee has quickly become one of the fastest-growing beverage chains in the U.S., driven by obsessive brand loyalty and rapid expansion. To compete more directly with established coffee giants and grow beyond its iconic drive-thru-only footprint, the company looked to move into the CPG space, launching a line of packaged beverages to reach consumers in grocery and convenience channels while capturing additional market share. The task for us was how do we feature their bold flavor and stand out in a saturated retail space of household coffee brands?

Our grounding strategy was to take the unique energy of Dutch Bros’ Gen Z fanbase and channel that into a high energy video campaign for TV and their online shopping channels that encouraged shoppers to “Remix” their coffee routines with Dutch Bros standout flavors and personality.