Dive Brief:

• Peet's Coffee has launched a $1.1 million advertising campaign that includes a series of 15- and 30-second video spots, unique social media filters and sweepstakes, according to a press release by the company.
• "What Fills Your Cup," created with agency Cutwater, also tapped five influencers who are promoting the campaign, including a chef, professional surfer, photographer, musician and a Peet's roastmaster.
• From Sept. 27 to Nov. 20, fans can upload a photo of themselves pursuing their personal passion to enter the sweepstakes, which will award five winners with a year's supply of Peet's. 

Dive Insight:

With the latest campaign, Peet's joins a growing trend of brands embracing positivity and celebrating consumers' individual excellence via social media platforms like Facebook, Snapchat and Instagram. The intent, beyond connecting with a larger group of consumers online, is to position the brand as customer-focused and authentic. Influencers help enforce this message, as many people perceive them as grounded and relatable when compared to celebrity endorsers.

The overarching theme of the What Fills Your Cup? is passion, Chuck McBride, Cutwater's founder and chief creative officer, said in a statement. The featured influencers' aspirational stories embody Peet's passion for brewing small batches of coffee by hand.

"We all have passions that move us and the framing device of the 'What Fills Your Cup' silhouette functions as the perfect hook for documentary-style content and an engaging filter for Peet's fans to enjoy online and on social media," he said. "We're excited to see what kind of photos Peetniks submit as part of this campaign and look forward to learning about their unique passions."

Peet's is also incentivizing that social media engagement from consumers via the sweepstakes. In attaching a hashtag and branded filters to the effort, it gets its name out there to grow organic reach and racks up user-generated content as well.