Peet's Coffee — Susan Parker

Portfolio Positioning and Brand Voice
Product Launch: Ultra Coffee Concentrate

Unified Portfolio Positioning & Brand Voice

Peet’s companies needed a way to speak with one powerful voice—while keeping each brand’s individuality intact. I helped shape the first-ever portfolio-wide positioning and establish the unified brand voice for Peet’s Coffee, Stumptown, Intelligentsia, and Caribou Coffee, creating a cohesive, customer-centric story that spotlighted shared strengths and distinct identities.

Partnering with four CMOs (who hadn’t all collaborated before), I navigated differing perspectives to ensure every brand was represented authentically, without muddy overlap—proving the portfolio could be stronger together than any brand standing alone. The perfect blend. ☕

ULTRA COFFEE CONCENTRATE LAUNCH

To drive sales for the launch of Peet’s innovative coffee concentrate, I developed concept and copy across every touchpoint—packaging, social, email, web, blog, and in-store—and optimized messaging through value prop testing. I also built product-specific copy guidelines, aligning writers and channels with one clear, consistent voice.

The launch was strategically tied to National Coffee Day, amplifying relevance and reach. Media coverage brewed big and so did results: After a single week, 25% of inventory had sold, with almost 20% going to new peets.com customers.