America's Home for College Sports

Keurig Goes to College...with landmark 25-school deal

Sep 23, 2013

Keurig / Green Mountain Coffee Roasters, Inc. (GMCR) has made its first major push into sports marketing with a national program at IMG College partner schools. The landmark partnership brings the Keurig® brewing system to the next generation of consumers through experiential marketing and promotional programs at marquee universities across the U.S.

This past season, Keurig was on-campus at more than 25 schools represented by IMG College to attract the college age demographic to the Keurig® brewing system. There are 11.2 million undergraduate students in the US, aged 18-24, according to the U.S. Census.

The Keurig® brewing system along with GMCR’s portfolio of Keurig Brewed® beverage brands was promoted at schools including Arizona, Florida, Nebraska, Pittsburgh, Rutgers, Texas, UCLA, and Washington State.

“Through research and objective analysis we know reaching college students is a great way to build the brand with the next generation of Keurig users,” said Dwight Brown, Senior Vice President of GMCR’s Marketing Center of Excellence. “IMG College’s platform allows GMCR to target and introduce college students to Keurig, as well as create a lasting brand connection.  Keurig is building the next generation of our consumer base by establishing the Keurig system as an essential part of not only the college experience but in everyday life.”

Through the partnership, Keurig is reaching its target audience through on-campus sampling, in-stadium signage and branded videos on IMG College and Silver Chalice’s joint venture, Campus Insiders, an online digital network for college sports.

Keurig’s digital efforts include advertising across the IMG College portfolio on the official athletics web sites of more than 60 universities. A social media campaign with sponsored Facebook posts and Tweets appeared on the official social media sites at each of the 25 schools in the sponsorship.

Fans also saw school-branded brewers for 11 of the participating schools. There will be additional school-branded brewers in the fall, 2014 football season along with additional school activation.

GMCR CEO Brian Kelley played college football at Holy Cross, and he understands passion of college sports. His company was impressed with and attracted to college’s giant fan base among 18-24 year olds.

“There are 27 million college sports fans in this age group, more than any other sports platform,” Brown said. “There is a tremendous opportunity to build brewing habits in this growing population. In fact, many of the students have grown up with a Keurig in their home and only know how to brew coffee through single-cup technology. By reaching students in the dorm, Keurig is able to help shape and build the next generation of our customer base by establishing the Keurig system as an essential part of the college experience.”

“This partnership is a powerful way to influence young adults on campus and in their collegiate communities as well as to reach displaced fans around the country,” said Andrew Judelson, SVP of US Business Development for IMG. “GMCR will be introducing its Keurig products to a very large, engaged and impressionable audience at a time when these new consumers are starting a new life and developing brand affinities to last a lifetime.”

The Keurig single cup brewing system has revolutionized the way people consume their beverages both at home and at the office. The single-cup technology behind the Keurig brand has changed consumer behavior and made quality coffee and other specialty beverages a staple option.

Green Mountain Coffee Roasters, Inc. (GMCR) acquired Keurig in 2006. Today, Keurig is the leading single-cup brewing system in North America.