Keurig has launched a new brand platform called “Great Coffee Without the Grind,” aiming to offer a fresh creative and strategic direction for the brand. The campaign features 15- and 30-second commercials that will be shown on various streaming platforms such as Amazon Prime, Hulu, HBO Max, Paramount+, Peacock, and Tubi.
This platform positions Keurig as a solution to the complexities of coffee culture, providing a convenient way to enjoy a great cup of coffee with just the touch of a button. The creative elements play on the idea of the “grinds” of coffee brewing, contrasting the hassle of long store lines, stressful drive-thru experiences, and elaborate at-home routines with a simple solution that allows consumers to make coffee at home – whether they’re wearing pants or not.
Becky Opdyke, senior vice president of coffee marketing at Keurig Dr Pepper, emphasized the light-hearted approach of the campaign, stating, “Great coffee doesn’t have to be serious. It’s about the moment you share with your cup, providing joy or comfort in your day without the need for a highbrow appeal.”
The campaign also reflects the realities of post-pandemic life, where remote workers may be dressed up on top for video calls while facing longer lines at drive-thrus and stores with the return to office settings.
The power of one
“Great Coffee Without the Grind” was developed by KDPOne, a specialized unit within Publicis Groupe, in collaboration with Digitas, Le Truc, and Connect at Publicis Media, supported by MSL. The close partnership with Publicis allowed for a swift transition to the new creative platform.
Opdyke highlighted the efficiency of the collaboration, stating, “We briefed this in May, and now in November, we have a new strategic positioning live. The transition to Publicis has unlocked a wealth of resources including technology from Epsilon and talented creatives for this campaign.”
The use of KDPOne unit enabled Keurig to deliver over 13,000 pieces of targeted content across various media channels, leveraging new technologies like artificial intelligence. While promising, the transition presented its own set of challenges.
Opdyke reflected on the journey, saying, “This year has been a complex marketing experience, learning new ways to meet consumer needs with technology and AI. The combination of human creativity and technology allows us to tell a relevant story in numerous ways, and the results will speak for themselves.”
Breaking up
This platform launch comes at a pivotal moment for Keurig, coinciding with the release of its first branded coffee line, Keurig Coffee Collective, and the upcoming launch of Keurig Alta machines in 2026.
Opdyke emphasized the goal of reinforcing Keurig’s quality credentials in the market and reiterating the brand’s revolutionary impact in the single-serve coffee sector.
Furthermore, Keurig Dr Pepper’s acquisition of JDE Peet’s, set to close in early 2026, will lead to the company’s division into independent coffee and beverage units. This separation could strengthen KDP’s coffee business, which saw a 1.5% increase in U.S. net sales in Q3 2025.
Olivier Lemire, president of U.S. coffee at KDP, expressed confidence in the brand’s growth prospects, stating, “With strong marketing campaigns in Q4, we’re confident in our ability to return to volume growth and tap into millions of high-value households yet to convert to the Keurig system.”