Keurig has partnered with legendary rock band The Rolling Stones and Bravado, Universal Music Group’s merchandise and brand management company, to launch a limited-edition “Start Me Up” iced coffee kit named after one of the band’s most popular songs.
The custom-designed kit, showcasing Keurig’s coffee-toned twist on the iconic Rolling Stones logo, includes a K-Iced Brewer, a matching tumbler and a “Start Me Up” K-Cup pod coffee blend co-created with the band. The kit also provides access to the Spotify playlist customized by the band. The “Start Me Up” coffee blend, made to be brewed over ice, features a nutty roast with notes of strawberry, according to Keurig.
“The Rolling Stones is a household name and widely considered as one of the most definitive bands in history. As their first-ever coffee collaboration, we’re excited to bring their lively spirit to life through our limited edition ‘Start Me Up’ iced coffee kit,” said Becky Opdyke, senior vice president, coffee marketing at Keurig Dr Pepper.
Conceptually developed by Havas New York, the flagship agency of the Havas Creative Network, and designed by goDutch, this collaboration exemplifies how brands can leverage their agency partners and extended networks to tap into unique audience insights, values and interests authentically and meaningfully, according to Keurig Dr Pepper.
The launch will be supported by social amplification with some TikTok influencers, combining two of the platform’s biggest trends, #CoffeeTok and morning routines, with the iconic riff of the “Start Me Up” song.
The limited-edition kits are available on Keurig.com for $139.99 while supplies last.