The Roast That Kept Brewing: How Havas Built—and Maintains—Keurig’s Brand Voice

Some brands just talk to you. Keurig? Keurig banters with you.

That’s no accident. It’s the result of years of intentional creative work—starting with a single tone of voice and brewing into a full-on personality. And Havas was the team that made it happen.

I was lucky enough to jump in during a moment where the brand voice was leveling up—leaning into the smart, quirky, late-night energy that feels like your best friend had three espresso shots and decided to give a TED Talk. With James Corden as our comedic compass, Havas helped shape a brand tone that’s confident but never cocky, funny without trying too hard, and consistent across everything from social posts to product launches.

My job? To help refine that tone and ensure it translated across all touchpoints. It’s easy to write one-liners. It’s hard to make a brand sound like a person, not a pitch deck. We made Keurig feel like a human—one that can keep up in the group chat and the grocery aisle.

Even years later, you can still hear that same brand voice holding strong—proof that when you get it right, you don’t need to reinvent it. Just pour another cup and keep the conversation going.

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