Coffee. For some, it’s just a morning ritual, but over half of the adult population in the US consumes it daily. So for most, it’s essential.  Yet seeing a coffee house chain with an overflowing drive-thru lane in the morning is a daily occurrence. Which begged the question, if it’s so essential why make it such a hassle? 

The Keurig can brew a better quality cup to your specification in less than a minute. So why make waiting in the drive-thru an essential part of the morning? We set out to point this out by running a #ditchthedrivethru social media campaign. We highlighted the various shortcomings of the drive-thru experience. And went as far as providing “Coffee Insurance” for people who had received a wrong order. All in an effort to convince people to ditch the drive-thru. 

Art Director: Oh Ryun (Olivia) Shin

Copywriter: Mark O’DELL