Mark William Mills
• Contact
• Connect
• Home
Keurig Coffee Collective
Q4 2025 Product Launch
Timeline: 6 weeks
Deliverables: PDP Imagery, Amazon Brand Store, Supporting banners
Stakeholders
Stakeholders
- Keurig Dr Pepper
- Publicis / Mars
- We Are Alexander
- GoDutch Agency
Every cup tells a story...
Keurig launched their first-ever, eponymous coffee selection in late 2025.
In October The Mars Agency received key visuals, a brand guide, and an asset library developed by GoDutch, along with package mechanicals and renders developed by We Are Alexander. The client requested all creative go live in market by Black Friday.I led the transformation of a complex brand platform into a clear, premium digital-shelf narrative. Working directly with brand and marketing leaders and agency partners, I shaped a messaging strategy optimized for Amazon, Target, Walmart, and Keurig.com that balanced performance needs with the brand’s upmarket positioning.
The Keurig Coffee Collective centered its messaging on the “every cup” concept. This became the organizing principle. Because the brand needed to communicate provenance, a credentialed panel of curators, a new coffee grinding method, and novel product packaging, pulling the arc of the story back toward the “every cup” throughline gave the story a verse-and-chorus structure that shoppers could follow on the shelf.