robcursons.com | Work | Design | Coffee brand marketing

Through two years I worked to help make Collab Coffee an exciting player in the industry, launching FMCG contender brands in DTC ecommerce and into retail. By sub-licensing and partnering with established entities, we added another delicious way for fans and communities to engage with their favourite personalities and brands. By selecting a mix of high-quality new drink formats and classics, we were able to give each project a unique USP which stood them out in a busy and growing market.

• We created Florence by Mills Coffee with Stranger Things actor Millie Bobby Brown. By introducing concentrated coffee to a new audience, Millie was able to offer 'the easiest coffee you'll ever make' and a whole range of fun, accessible formats to a younger audience. A highlight was a fully immersive coffee experience in the heart of NYC where Millie met fans and levelled up her barista skills. My team worked on event marketing & PR, customer experience, and working with VFX Agency, The Berry, to create a viral promotional video.

• Enter the largest iced coffee can in its market - designed especially for gamers. Kontrol Coffee provides natural caffeine energy and 'no crap'. I worked with influencers and The Gamer Guide magazine (read here) who helped launch the product at a vibrant 2024 gaming event. With license deals in place with Ubisoft and other gaming giants, players will be immersed in a fully caffeinated world.

• YouTube star lifestyle vlogger and partner of Zoella, Alfie Deyes, worked with us to create an extension of his clothing brand - Future Self Coffee. Opting for speciality and high quality coffee beans and curated accessories, the upmarket audience instantly loved subscribing and becoming a part of the community. With my team and their marketing director, we crafted a thoughtful brand supporting mindfulness and self-care.

• To support the release of the Hollywood hit movie 'Dungeons & Dragons: Honor Among Thieves', we worked closely with Hasbro and Wizards of the Coast to create Dungeons & Dragons Coffee Club. The aim - to provide extra refreshment to valiant gamers during intense sessions at the table. We brewed up a brand mascot and chief supplier of kaeth (that's DnD for coffee), The Brew Master, as a new addition to the universe, providing a way for players to embody this character and assume the role. The movie release saw us launch a special, limited edition box featuring special artwork.

In my role as Head of Marketing I led the team to build and launch a number of disruptor coffee brands with celebrities and other household-name IPs, while helping shape and establish a unique global coffee agency.