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Apr 25, 2023

Keurig partners with Rolling Stones for iced coffee kit

While collaborating with bands and musicians is a perennial marketing tactic,

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.