Coffee was Good

A multi-channel advertising campaign positioning Keurig as the reliable, high-quality "constant" in an unpredictable world

Project Details

Client /

Keurig

Direction /

Creative Direction

campaign

Advertising

Credits /

Vansham Sharma

Main Software /

Figma

AI /

No AI Used

Context /

Academic work

When /

2026

Overview

Developed for the Graphic Design program at George Brown College, this project aimed to convince Canadian coffee lovers to trade expensive café trips for home brewing. With inflation driving 55% of Canadians to cut back on dining out, the campaign taps into the "Home Café" social media trend to pitch Keurig as a stylish, high-end alternative to professional coffee shops.

Insight

Life is filled with "bad timing" and unexpected surprises—from TTC emergencies to sudden rain—leaving people feeling like they have little control over their day. In these moments of instability, people look for a reliable constant to ground their routine.

Challenges

The goal was to shift the perception of home brewing from a mundane "budget" chore to a satisfying, high-quality ritual. We had to reach coffee enthusiasts aged 25–54 and prove that Keurig offers the same variety and professional quality as a café without the "mocha-colored black hole" of café spending.

My Solution

I co-created the "#coffeewasgood" campaign, which uses minimalist storytelling to contrast morning mishaps with the unwavering quality of a home brew. Whether it’s a missed meeting or a cold shower, the copy follows a consistent rhythm: "____ happened, but at least the [Coffee Type] was good". The visual strategy used high-end, swirling coffee textures to maintain a premium feel, showcasing Keurig’s variety, including lattes, cold brews, and espressos—as the one part of the morning the user can truly control.

Takeaway

This project reinforced how to bridge a functional problem (saving money during inflation) with an emotional solution (the need for control and stability). It taught me to leverage cultural trends like the "Home Café" aesthetic to ensure a brand remains aspirational while solving a practical consumer pain point.