Keurig is utilising the celebrity power of James Corden to jolt to its single-serve coffee sales amid a cooldown in the once-hot K-cup category.
In a new brand campaign by Havas New York, the late-night TV presenter is encouraging people to swtich their drip coffee makers to a Keurig. The effort, which will be supported by TV commercials and digital, is called 'Brew the Love', and comes as the all-important holiday shopping season nears.
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Corden has proven to be a popular choice for celebrity endorsements of late. Last year Chase began teaming up with the "Late Late Show" host in a brand campaign for the Sapphire Reserve credit card. And like all late-night talk show hosts, Corden has done his fair share of brand integrations, including with McDonald's, Coke and Heineken.
James Corden comments, "As someone who's up 'til all hours of the night for work, I have a real appreciation for great coffee. So, when Keurig approached me to be part of their Brew the Love campaign, I was all in."
Keurig won't say if its deal includes in-show plugs, but that seems likely, judging by the way a top executive answered a question about it. "That is certainly a possibility in the future," says Scott Moffitt, chief brand and beverage officer at Keurig Green Mountain.
Havas worked closely on the advertising campaign with Corden's Fulwell 73 production team, which co-produces the "Late Late Show" on CBS. Havas sold Keurig on the idea of using Corden and sought to leverage his comedic strengths, says Jason Peterson, the agency's chairman and chief creative officer. "I want James Corden who does the funny little skits and the awesome little videos," he says. "I didn't want James Corden in a bad TV commercial."