WAKEFIELD, MA: Keurig Premium Coffee Systems, which markets a system that brews individual cups of coffee, has hired Ruder Finn as its PR agency of record.
Keurig now makes its products available to offices, but is planning to introduce a new home-based system this July.
It considered six agencies over a five-month period, selecting Ruder Finn over Burson-Marsteller because it was impressed with Ruder Finn's experience in consumer products, said John Whoriskey, VP and general manager of the company's At Home division.
The five-year-old company did not have an AOR in the past.
"We feel we have a revolution in home brewing that will get a lot of PR," said Whoriskey of the new in-home system.
Ruder Finn will handle all PR surrounding the launch of the home system, beginning with helping Keurig appear at a specialty coffee show in Boston later this month and arranging a New York media tour in May and June, said Mary Trudel, EVP and director of Ruder Finn's US consumer group.
Targeted media will include men's and women's magazines, along with fashion, food, and gadget/technology books.
"We're going to cast a really wide net," Trudel said. "Our goal is to make the Keurig home brewer the Christmas gift of 2003," said Trudel. A four-person team based in New York is working on the account.
Whoriskey expects Keurig's technology to capture media attention, and thinks the public will be attracted by the variety and quality of coffees available for the system.