We will die on the hill of anti-coffee snobbery. Using AI and machine generated insights, we found an audience that was looking for irreverence in a very serious category, and the opportunity to build a mnemonically driven brand campaign.

“Gentle, Like a Bear” is a campaign that gently mocks the category by sending up the conventions of quiet, meaningful coffee talk. The ads helped us to build an ownable brand through a quippy bear delivering truth bombs in a surprisingly smooth way, over a good cup of coffee.