Dutch Bros Campaign
In my Writing Design Concepts class, we were challenged to pick a Pacific Northwest brand and create a campaign for an audience it doesn’t typically target. After reflecting on its social channels, I realized that even though it targets the younger generations, it doesn’t emphasize students. I thought this was a great opportunity to see how I can intertwine Dutch Bros branding with campus life.
Below is the process of how I made this campaign “You Are What You Drink” come to life.
Creative Brief
It all began with the idea of targeting a different audience. I wanted to take the position of making Dutch Bros more of a “hub” and make it into a place where people want to connect.
I knew there would be some challenges…
How does Dutch Bros stand out against other coffee competitors and how can we use those elements in our favor?
What kind of candidate was I targeting?
A real college student who doesn’t frequent Dutch Bros because there are other more convenient options. How can we make Dutch Bros more prevalent in student lives?
When would this campaign be based around to get maximum impact?
Focusing on when college students are spending the most amount of time on campus, like the start of each term and holding off more in the summer months.
