Dive Brief:

• Keurig has partnered with The Rolling Stones on a limited edition iced-coffee kit, according to a press release.
• The Start Me Up iced coffee kit was designed with band visuals like its iconic lips and tongue logo. Included in the kit is a custom K-Iced Brewer, matching tumbler and a custom coffee blend. Buyers also get access to a Spotify playlist picked by the band. 
• The kit is being promoted by TikTok influencers using the #CoffeeTok hashtag. Partners in the effort include Bravado, the merchandise and brand management company under Universal Music Group, Havas New York, which worked on the concept and goDutch, which designed the kit.

Dive Insight:

While collaborating with bands and musicians is a perennial marketing tactic, such partnerships increasingly include a tie-in with TikTok, which has jump-started numerous musical trends and been know to reinvigorate older songs by bringing them to the attention of a new generation of music lovers. 

Keurig, part of Keurig Dr Pepper, and The Rolling Stones are hoping for TikTok magic by tying into trends on the platform like the #CoffeeTok hashtag, which leans into folks’ morning rituals, including how they make coffee. Content will also contain a riff on the brand’s song “Start Me Up” from its 1981 Tattoo You album.

The kits are available on the Keurig website for $139.99. A limited-edition run of 400 appeared to be sold out as of press time on June 7, a day after the kits were announced.

Songs from the late ‘70s and early ‘80s have been a recent favorite of brands looking to collaborate with brands. Sprite recently remixed “Rapper’s Delight” for a summer-long hip-hop celebration while Don Julio remixed disco hit “Sunny” for a new campaign.