Holiday marketing attempts to capture nostalgia and stir up warm family feelings, love, and closeness to have consumers transfer these good feelings to their products and ultimately to buy them. Folgers did a masterful job of it with their “Peter Comes Home for Christmas” commercial in 2008. Many people will recall that commercial and more importantly that product if asked. Keurig is doing it now for their single-cup coffee makers and coffee.
Keurig is heavily promoting their coffee system right now across multiple platforms and advertising their new product — the Rivo System. Keurig has opened their first retail store with their “Pick-a-Pack” wall allowing consumers to build their own box of coffee flavors. They are appearing at events and running heavy newspaper advertising. They are engaging customers on Facebook and Twitter. Most notably on their recent TV ad, the call to action was #brewthelove. With 58,000+ Twitter followers, they are encouraging dialogue. Contrast them to Folgers, which is comparable in the number of Facebook followers, yet Folgers has less than 1,000 Twitter followers and has yet to tweet.
The holiday shopping season is upon us with less than 50 shopping days until Christmas. Keurig reached out with their commercial of a father and daughter brewing two hot beverages together after coming in from the cold and sharing a special moment. What a brilliant way to suggest a gift idea for fathers for Christmas. We know that children help spur the purchase of products. The commercial touched our heartstrings and followed it up with a meaningful hashtag. This year for Christmas, it will be interesting to see how many children ask to give a Keurig Coffee Brewer to their fathers. Great suggestive selling!