HomeNewsNewsDrinks - Hot DrinksMulti-SportUSA

IMG College secures landmark tie-up with coffee firm

Beverage firm Green Mountain Coffee Roasters has agreed a landmark deal with partner schools of the IMG College agency.

The length of the agreement was not disclosed, but the partnership will bring GMCR’s Keurig brewing system to college consumers through experiential marketing and promotional programs at marquee universities across the US. The partnership represents the company’s first major push into sports marketing.

GMCR will be on-campus at more than 25 schools represented by IMG College to attract the college age demographic to the Keurig system and beverage brands. These schools include Arizona, Florida, Nebraska, Pittsburgh, Rutgers, Texas, UCLA and Washington State.

Through the partnership, GMCR will reach its target audience through on-campus sampling, in-stadium signage and branded videos on Campus Insiders, an online digital network for college sports.

Keurig’s digital efforts will include advertising across the full IMG College portfolio on the official athletics websites of 75 universities. A social media campaign with sponsored Facebook posts and Tweets will appear on the official social media sites at each of the 25 schools in the sponsorship.

School-branded brewers are also expected to be introduced for 11 of the participating schools.

“Through research and objective analysis we know reaching college students is a great way to build the brand with the next generation of Keurig users,” Dwight Brown, senior vice-president of GMCR’s Marketing Center of Excellence, said. “IMG College’s platform allows GMCR to target and introduce college students to Keurig, as well as create a lasting brand connection.  Keurig is building the next generation of our consumer base by establishing the Keurig system as an essential part of not only the college experience but in everyday life.”