DUTCH BROS
University of Oregon SOJC Capstone Project
My Role:
Strategist and Art Director
The Challenge:
As Dutch Bros enters the Chicago market, Gen-Z Chicagoans have no emotional connection to Dutch Bros Coffee, so...
The Ask:
How do we introduce Dutch Bros in a way that builds immediate relevance in the community and has first-time customers coming back for more?
The Insight:
GEN-Z IN CHICAGO FEEL STUCK
“An overwhelming 95% of young Chicagoans say mental health is a serious issue, with anxiety, depression, and stress topping the list as key factors.”
Strategy:
MEET THEM
WHERE THEY ARE
The morning coffee run is often the first mindless choice people make each day.
By swapping that small, low-risk coffee habit for Dutch Bros, a routine done on autopilot can transform into a daily highlight.
Our goal is to show how one small change can lead to transformative shifts in your life. Dutch Bros becomes a spark for a better routine: positive energy, good vibes, and a brighter start to the day.
Audience:
Digital natives who are highly active on social media.
Those who gravitate towards customization, sweet treats, and LTO.
Those who value and seek experiences and connection.
Could benefit from a change in routine.
Value authenticity and purpose in brands.
Appreciate a brand's people-first approach.
The Idea…
Dutch your Routine?
Shake up your routine with a new experience.
Add Dutch Bros to your routine for a boost of new energy.
Execution strategy:
Catch people when they feel stuck in a routine.
EXECUTION
PRINT ADS AND WILD POSTINGS
Found on Chicagoans’ daily commute to and from work, school, or on a run.
Designed and written by Gretchen Scheck
Designed and written by Gretchen Scheck
Illustrated by Me
Philanthropy
Actions speak louder than words.
While a small change in your routine can boost your mood or create new memories, we also understand the greater challenge.
That's why we chose to partner with the Chicago Mental Health Foundation (CMHF). At pop-up events from the station to the beach, 20% of sales will be donated to CMHF to support Chicago youth experiencing mental health concerns.
Bringing the positive energy of Dutch Bros to support Chicago's own mental health drive communities.
Pop-ups featuring local house music DJ’s, free samples, and a full menu located in Chicago hot spots (Train station, North ave. beach)
Disclaimer: The pop-up experiental concept was visualized using Google Flow AI with intentional minimal prompts to mitigate environmental externalities. APP REWARD SYSTEM
How to convince people to “Dutch” their favorite drink?
Reward them for trying something new.
+5 additional points for every new drink tried
—---> Free medium drink at 250 points
“Dutch Your Drink”: a month-long promotion that rewards customers for trying new drinks until they find a new favorite.
Turning once menu anxiety into menu exploration
Chicago-specific Dutch Bro’s Instagram
@dutchbroschicago
UGC: People can submit/tag photos or videos of themselves “dutching” their routine to be featured on Instagram
People can submit their “dutched” drink orders for a chance to be on the official menu
Creating brand community
Social Media Strategy
How do we know that this would work?
People love Dutch Bros' customization. A quick search on TikTok and Instagram shows that multiple videos of custom orders and “must-trys” have gone viral.
This demonstrates demand for customization and shows that user-generated content is already authentic to the brand.
About 43% of daily behaviors are performed habitually on autopilot while thinking about something else. (Wendy Wood's diary study, often cited as the "Duke 40%" figure).
One small change can make a large difference.
Dutch Your Routine!
-Team NoDecaf
LUCAS SPARZYBOK
Copywriter
GRETCHEN SCHECK
Copywriter & Designer
AIDAN WRIGHT
Account & Strategy
AZARIA LONG
Media Planning &Production
AILSA HUERTA
Strategy &Art Direction