A comprehensive media plan for the Keurig K-Supreme Smart Single Serve Coffee Maker — positioning the brand to win young, specialized coffee drinkers in the fourth wave of coffee consumption.
Brand Overview
Keurig is a beverage brewing system founded in 1993, known for pioneering the single-serve K-Cup pod format. The plan focused on the K-Supreme Smart — a WiFi-enabled machine with app-based customization — and the opportunity to reposition Keurig for a new generation of coffee drinkers.
Business Challenge
Coffee consumption is entering a "fourth wave" — younger drinkers are starting earlier, treating coffee as a specialty experience rather than a morning stimulant, and gravitating toward iced, blended, and ready-to-drink options. Keurig needed to shift brand perception and align with Gen Z preferences and drinking habits.
Objective
Grow market share by reaching young, specialized coffee drinkers who might otherwise choose Dunkin, Starbucks, or third-wave café brands. The plan set SMART awareness-phase goals and mapped paid social tactics across Instagram and TikTok to build consideration for Keurig's smart brewing experience.
Media Strategy
The media plan outlined audience targeting, channel selection, budget allocation, and creative direction designed to introduce Gen Z consumers to Keurig's app-connected customization and convenience — bridging the gap between at-home brewing and the specialty coffee experiences they crave.