Being outspent by larger competitors like Keurig and Nescafé, Mars Drinks made a strategic decision to take a thought leadership position. They commissioned Big Red Rooster to conduct original workplace research across the globe.
Key insights from our study energized the creative process — helping fuel a fully integrated campaign that stood out and started conversations about what drinks could mean to the workplace.
Launched integrated “Rethink the Daily Grind™” brand campaign across key market cities in the US.
Extended campaign to global markets, key distributor sales tools, and product launches.
Changed the conversation about the business value of workplace drinks — and positioned Mars Drinks as the category thought leader.