KEURIG DR PEPPER: FALL NATURALE GMCR EARNED MEDIA
SITUATION
Keurig Dr Pepper's Fall Naturale product needed to break through crowded coffee market noise and establish its all-natural positioning. Traditional product advertising wouldn't be enough to create the cultural conversation needed for a successful launch.
TASK
Develop an earned media strategy that would showcase the product's natural essence while generating significant organic reach and engagement. The campaign needed to create cultural impact without heavy production budgets or media spend.
ACTION
I developed a campaign strategy centered on radical simplicity and cultural tension. The core insight: leverage the power of "natural" through an unexpected, self-aware execution that would invite attention rather than demand it.
Working with Martha Stewart, we created an Instagram Stories concept playing on cultural dualities - natural vs. curated, legacy brand vs. platform-native content, domestic goddess meets postmodern humor. The execution was designed as pure earned-media play, relying on strategic restraint and cultural timing rather than big production.
Keurig Dr Pepper's Fall Naturale product needed to break through crowded coffee market noise and establish its all-natural positioning. Traditional product advertising wouldn't be enough to create the cultural conversation needed for a successful launch.
TASK
Develop an earned media strategy that would showcase the product's natural essence while generating significant organic reach and engagement. The campaign needed to create cultural impact without heavy production budgets or media spend.
ACTION
I developed a campaign strategy centered on radical simplicity and cultural tension. The core insight: leverage the power of "natural" through an unexpected, self-aware execution that would invite attention rather than demand it.
Working with Martha Stewart, we created an Instagram Stories concept playing on cultural dualities - natural vs. curated, legacy brand vs. platform-native content, domestic goddess meets postmodern humor. The execution was designed as pure earned-media play, relying on strategic restraint and cultural timing rather than big production.
RESULTS
The campaign generated 6.6 million views, 130K+ likes, 10K+ comments, and viral media pickup across lifestyle, food, and celebrity press.
It demonstrated how strategic insight around "natural" positioning could ripple across culture when matched with the right talent, tone, and timing.
The campaign generated 6.6 million views, 130K+ likes, 10K+ comments, and viral media pickup across lifestyle, food, and celebrity press.
It demonstrated how strategic insight around "natural" positioning could ripple across culture when matched with the right talent, tone, and timing.