Keurig Introduces New Brand Positioning, Packaging

       

       

READING, Mass.—Keurig has debuted a campaign focused on a renewed emphasis on its “Choose. Brew. Enjoy.” tagline and redesigned packaging.

The updated branding includes “engaging” language, color scheme and design elements to communicate “that Keurig has redefined brewing by combining state-of-the-art brewing technology with their patented K-Cup portion pack,” according to a statement from the coffeemaker brand. The new look features a prominent black, circular logo with the brand’s coffee mug and sketched star. In addition, the “Choose. Brew. Enjoy.” tagline will be at the center of all of Keurig’s communication initiatives, including new product introductions and integrated marketing programs.

Along with these efforts, Keurig has unveiled its redesigned e-commerce website, keurig.com, and introduced a national advertising campaign to drive sales during the holidays.