Death Wish Coffee
The goal
Create and launch only the second product ever to carry the iconic Death Wish Coffee label.
The journey
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September 2020
Create the product and marketing plans for their new flavor.
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December 2020
Curate an exclusive test group of several thousand.
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January 2021
Finalize the marketing, brand, and go-to-market plan.
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February 2021
Medium Roast goes live shattering records as the most successful release in their history.
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May 2021
The launch leads to 10,000 5-star reviews
The outcome
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Best launch
in Death Wish Coffee History
They're one of the largest DTC coffee brands in the world.
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In 4 Hours
Beat Q1 projections
The fastest ROI you'll ever see
“We beat our Q1 projections for our new product within the first 4 hours of our presale. You could say we’re excited.”
Shannon Sweeney
Death Wish Coffee Marketing Director