Coffee is a bare necessity for college students. They want cheap but tasty coffee from a brand that understands their struggle of working part-time while in college. But with the many choices to choose from, how can students tell if a brand truly gets them? We aimed to capture relatable moments in student life and reinforce our position as the go-to coffee brand for college students, understanding and supporting their part-time work and post-secondary education grind through McCafé coffee.

We tapped into typical student lifestyles showing various scenes where they’d bring coffee with them, and followed up with our McCafe coffee as being their solution to get them through their grind of student life. We showed scenes with coffee in part-time work gigs, lecture halls, late night studying, any situations that are relatable to where students would bring their coffee. We launched through socials during peak hours of coffee consumption, as well as physical areas where this would make sense to show.