The challenge. A premium countertop coffee appliance was launching into a category dominated by an incumbent single-serve giant and a low-cost drip standard. At a premium price, the launch had to break through the noise and build trust. In practice, it had to create a new category.
What we did. MSI The Agency used third-party research to find the highest-performing media outlets for the launch. We ran offline media across short- and long-form TV and layered digital across search, social and display. Testing scenarios were validated, and placements optimized, in MSIGenerate™. The go-to-market strategy treated coffee as a passion rather than a beverage.
The results. The launch reached $100M in sales within six months and grew 163% through its first holiday season.
- $100M in sales within the first 6 months
- 10% share of market captured
- +163% holiday-season growth
Sales and share measured across the launch and first holiday season.
Capabilities: MSIGenerate · Research & Insights · Media Planning & Buying · Strategy & Planning