Client focus: B2C & B2B
Client relationship: Project
Client budget: < $100k
Client focus: B2C & B2B
Project elements:
The ask
What would a group of successful financial experts want to launch as their first entrepreneurial venture? The very thing that drove them to their success, of course: coffee. The leadership team saw an opportunity to steal shelf space in the conservative, firearms-positive space against heavyweights like Black Rifle®. Our mission: Create a campaign that represented the values of this audience, without falling into the Sea of Sameness that drowns the category – and drive enough demand to keep the leadership at Black Rifle up at night.
Strategy
Our leadership team had a natural and unique differentiator: they were all first-generation immigrants. What made their personal success possible was the very thing they hoped to help support through their business efforts – namely, successfully pursuing the American Dream. We turned 180° from the all-black-packaging and borrowed weapons-interest that dominated the category and focused instead on bright colors and a story or personal achievement – fueled by, what else? Coffee.