Keurig has released a one-of-a-kind iced coffee kit in collaboration with the living rock legends The Rolling Stones.
The "Start Me Up" iced-coffee kit model is the result of a partnership with both The Rolling Stones and Bravado, Universal Music Group’s industry-leading merchandise and brand management company.
Including a K-Iced Brewer, tumbler, and “Start Me Up” coffee blend, the kit is truly unique due to its visual identity. Developed by creative agency Havas Media Company and design agency goDutch, the coffee kit is customized with recognizable The Rolling Stones symbols, including the band’s iconic tongue and lips visual.
"Whether you're a routine iced coffee drinker, a long-time Rolling Stones fan, or want to simply amplify your coffee drinking habits, we invite consumers to infuse a little rock and roll energy into their iced coffee experience,” announced Becky Opdyke, the senior vice president of coffee marketing at Keurig Doctor Pepper.
Keurig is primarily relying on social media marketing to spread the word about the partnership.
By collaborating with a variety of TikTok influencers and leveraging the existing hashtag #CoffeeTok, Keurig is encouraging TikTok audiences to share their coffee routine with the limited-edited “Start Me Up” coffee kit, along with the riff of The Rolling Stones song “Start Me Up” from its 1981 album titled “Tattoo You.”
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"We've collaborated to bring this limited-edition product to life and give fans a new way to fuel their day,” stated The Rolling Stones.
By tapping into the global influence of The Rolling Stones, Keurig is broadening its reach worldwide.
Results from a limited-edition run of 400 “Start Me Up” iced coffee kits prove the success of this partnership. All 400 kits were sold-out one day after they were announced.