In a series of witty spots from Mischief, Peet’s Coffee reminds overwhelmed coffee lovers that when it comes to menus, sometimes less really is more. 58-year-old coffee chain Peet’s Coffee is brewing up a fresh message today with the launch of its latest campaign, perfectly timed as pumpkin spice latte season kicks into high gear. While others are frothing up a storm of seasonal flavors and sugary concoctions, Peet’s is boldly championing the virtues of simplicity.
In a world overwhelmed with options like lavender-infused lattes and iced peppermint cappuccinos, Peet’s is here to remind consumers that coffee need not be complicated. The new campaign is the latest chapter in Peet’s ‘Coffee for Coffee People’ platform, first unveiled in 2023. It celebrates the brand’s unwavering commitment to crafting great coffee – refusing to follow the trends.
The campaign comes as flavored coffee drinks continue to dominate the scene — especially among younger and middle-aged Americans. The latest National Coffee Data Trends report reveals that 65% of coffee drinkers aged 25-39 and 51% of those aged 18-24 indulged in specialty coffee within the past week. But Peet’s contends that this surge has detracted from a focus on quality, cluttered menus and led to long wait times at coffee shops.
“The coffee industry has started to veer more toward style than substance and the result can be overwhelming menus and long waits,” said Peet’s Coffee’s senior vice-president of.