July 18th, 2023, Lesley Simeon
American coffee roaster and retailer Peet’s Coffee has appointed Mischief @ No Fixed Address as its creative agency. The latter’s sister media shop, No Fixed Address Media, has been named the craft roastery’s media agency of record.
While Peet’s claims it has a loyal “cult-like” following, the brand is now looking to reach wider audiences. We look at YouGov data to see how aware consumers across three age groups (18-34 years, 35-49 years, 50+ years) are of Peet’s Coffee.
According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily - Peet’s Coffee's Awareness score has improved since 2019 across all age groups. Compared to the other two age groups, the brand’s Awareness score has improved the most among 50+ year old Americans.
Peet’s Coffee’s Awareness score - which measures how aware customers are of the brand - grew from 33% in January 2019 to 45% in June 2023 among 50+ year old Americans.
Among 18-34-year-old Americans, the score went from 25% to 34% between January 2019 and June 2023 and among 35-49-year-olds, Peet’s Coffee’s Awareness score improved ten percentage points from 27% to 37% in the observation period.
Going forward, the brand could perhaps focus on engaging younger audiences and boost its brand awareness among the 18 to 34 year old demographic.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Peet’s Coffee’s Awareness score is based on the question: Which of the following restaurant chains have you ever heard of? and delivered as a percentage. Scores are based on an average daily sample size of 6903 US adults between January 2019 and June 2023. Figures are based on a 26-week moving average. Learn more about BrandIndex.