growing share in a crowded category

Following rounds of heavy consumer testing, eye tracking, shopper studies, and new product forms, the decision was made to update the Mr. Coffee brand, with an emphasis on packaging & merchandising. Brick & Mortar sales still accounted for almost 80% of coffee maker purchases, so starting there held a higher guarantee of success, and ROI, especially with an update to the merchandising so many used to compare models. Within a year, we went from project kickoff to increased market share, going from number 4 to number 2, without increasing A&P, or production costs. With the momentum of that success, the look was expanded to support new product aimed at a younger audience, using trend analysis to appropriately create on-brand color schemes & graphics. Design & Copy Leads: Grace Engels // Kristina Scobie // Jeanette Stull Designers: Erik Olgiersson // Crystal Moloscon // Barb Roan // Diana Stuut // Hilary Riffe Photo: Jason Solis // Renders by the team