Cannes Lions

Corvette Coffee

COMMONWEALTH//McCANN, Detroit / GENERAL MOTORS / 2018

Presentation Image
Case Film

Overview

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Credits

Overview

Description

Le Mans is a test of endurance in more ways than one. Teams face thousands of challenges on race day. One theme brings all these challenges together: you’ve got to keep up. To fuel the Corvette Racing Team, we developed Corvette Coffee, a supercharged signature blend with 4 times the caffeine of regular coffee. We sent the coffee to Le Mans, where the pit crew, drivers, and fans drank it so as not to miss a second of the action.

Execution

Corvette Coffee began as an on-site execution at the track. It shipped to Le Mans specifically for the race. It quickly expanded beyond the event as drivers Jan Magnussen and Antonio Garcia touted the benefits of the brew. Soon news stations were running stories on the high-octane, hyper-caffeinated cup.

Outcome

The official supply of Corvette Coffee was gone in 24 hours. Corvette’s Facebook post debuting the coffee was viewed over 56k times and garnered over 3k reactions.

The key goal of Corvette Coffee was simple--help the Le Mans teams do their job even better. But Corvette Coffee did much more than that. It provided a touchpoint for fans around the world to interact with Chevrolet Racing and engage with Corvette at Le Mans. By the time the last cup was consumed, Corvette Coffee was no longer just a way to stay awake, it was an icon, synonymous with Chevrolet performance, endurance, and drive to win.

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