GRANT WEBER

CREATIVE | STRATEGY | PERFORMANCE

Savor Life’s Little Victories. You Earned It!

Scooter’s Coffee is a fast-growing quick service coffee brand founded in the Midwest. The brand was expanding into new markets across the US and needed a powerful message to carry their core values to a younger generation of coffee drinkers.

The Challenge

Double Scooter’s AUV by differentiating the brand from competitors in the minds of young consumers.
Create an engaging multi-media campaign that elevated Scooter’s Coffee from a quick service commodity to a brand worth love and admiration.

The Way In

Position Scooter’s Coffee as the place you go to reward yourself - especially amidst life’s most mundane and crazy moments.
We chose the tag line “You Earned It” as both a CTA and brand message to playfully exaggerate life's little victories as a big deal, because Scooter’s customers are a big deal!

Campaign Pillars

Bold and instructive, our campaign pillars set the campaign up for success with Gen Z consumers.

Elevate The Everyday

When life can get a little crazy, no one is there to give you permission to step back, breathe, and savor the moment.
We are!
We position our products as the reward that comes
when you choose to **look on the bright side**. We acknowledge
life’s chaos but are always there to reward our customers
with fun content, wide grins and kindness with every cup.

Celebrate It All

Younger generations already understand the importance of
indulging in yourself, the idea that it's okay to put yourself first sometimes. We want to embody and glorify that spirit!
Everything we do in a day is often worthy of celebration.
Accomplishing something, no matter how small, may seem
mundane. But we think it's awesome! Thrilling! Amazing!
We playfully **exaggerate life's little victories** as a big deal, because
our customers are a big deal! From social to our local communities,
we look for opportunities to revel and celebrate the right things.

Go Beyond Expected

We want to view the world like the younger generation does:
vibrant, unstoppable, endlessly curious and open to whatever.

**We're so much more than coffee.**

Our content should be a spark of inspiration that flips a frown upside down or helps reset someone's day. We should experiment, try new things and not be afraid of letting loose or getting a little weird with it. We have an edge because each cup inspires us to go for it.

Campaign Visuals

Our campaign comes to life through a series of video, audio and static executions. All channeling the celebration, vibrant and playful pillars of the campaign. Each execution usings a consistent typography, color and graphic treatments.

:30 Radio Spots

As a drive-thru only kiosk, the most likely moment to encourage action was during a daily commute. We created three radio spots to deliver the You Earned It message when customers were most likely to stop by for a hard earned treat.