Peet's: Who Needs a Nice Logo? Just Make Great Coffee

Mischief brews up something simple

Less is more with Peet’s. There’s no strangely-flavored, sugary drinks passing as “coffee.” There’s just … coffee. 

Fresh ads created by Mischief under the “Coffee for Coffee People” umbrella highlight the brand’s dedication to bringing consumers great java. Even if it means, for example, de-emphasizing the company’s logo.

In a series of amusing shorts, we see said logo—but it’s just a P-shaped mug. The roast master drives a car so old, he probably needs to manually roll down the windows. And the resident coffee taster doesn’t coordinate his outfits.

None of that stuff matters. Because the coffee tastes great. 

“A simple message simply felt right because that’s basically the brand’s approach to everything,” says Jessica Buttimer, SVP of brand at Peet’s. “The coffee category has become a bit complicated and overwrought in recent years. Peet’s stands out by keeping things simple and single-minded. We’re always innovating, but we never lose sight of the core—which is the pursuit of better coffee.”

The campaign is running across Disney/Hulu, Vevo, Zefr, TikTok, Meta, Spotify and Amazon, with the goal of expanding Peet’s into new markets and convincing folks to sample the brand.

“The whole category has become convoluted with endless customization and over-the-top menu items, it felt like an especially good time to remind people that we’re focused on making great coffee for people who want great coffee,” Buttimer tells Muse.