KEURIG DR PEPPER: FALL NATURALE GMCR EARNED MEDIA
EARNED MEDIA BY WAY OF CULTURAL JUJITSU.
Everyone in coffee talks about being natural. Which meant nobody listens anymore.
Another wholesome message wasn't going to change that. We needed something people would actually care about.
Enter Martha Stewart. The high priestess of unnatural. A woman who built an empire on impossibly perfect homes, immaculate dinner parties, and the radical proposition that even a napkin should have its life together. Every detail considered. Every imperfection eliminated.
Which made her the perfect person to go au naturale.
Another wholesome message wasn't going to change that. We needed something people would actually care about.
Enter Martha Stewart. The high priestess of unnatural. A woman who built an empire on impossibly perfect homes, immaculate dinner parties, and the radical proposition that even a napkin should have its life together. Every detail considered. Every imperfection eliminated.
Which made her the perfect person to go au naturale.
We turned that delicious contradiction into an Instagram Stories campaign that played against Martha's own legend. Less polish, more skin, and just enough unnatural to get people gasping.
The result? 6.6 million views, 130K+ likes, 10K+ comments, and earned-media coverage across lifestyle, food, and celebrity press.
The bigger win was turning one of marketing's most exhausted claims into something people couldn't unsee — and couldn't resist sharing.
Sometimes standing out isn't about finding something new to say. It's about showing people something they never imagined seeing.
Like Martha Stewart with absolutely nothing to iron.
The result? 6.6 million views, 130K+ likes, 10K+ comments, and earned-media coverage across lifestyle, food, and celebrity press.
The bigger win was turning one of marketing's most exhausted claims into something people couldn't unsee — and couldn't resist sharing.
Sometimes standing out isn't about finding something new to say. It's about showing people something they never imagined seeing.
Like Martha Stewart with absolutely nothing to iron.