Panera Bread Keeps the Coffee Flowing with Unlimited Subscription

Did you know that the average American spends over $1,100 a year on coffee? That’s more than many people save for retirement. Research shows that coffee can be one of our guiltiest pleasures—we love it, but we feel awful paying too much for it.  

This is about to change. 

On March 2nd, 2020, Panera Bread, in coordination with advertising agency Goodby Silverstein & Partners (GS&P), will roll out the ‘Your Cup Is Always Full’ campaign to introduce a new unlimited-coffee subscription for $8.99a month. After subscribing through the My Panera app, consumers will be able to walk into a Panera location at any point during the day and get a fresh cup of coffee. 

With demand for premium coffee at an all-time high, Panera is aiming to take the guilt trip out of the coffee run for millions of Americans. 

“We love our coffee in this country,” said GS&P CCO Margaret Johnson.“It comes with this feeling of optimism—like you can take on anything. ‘Your cup is always full’ is both a literal promise from Panera and an embodiment of that optimistic feeling.” 

Chris Hollander, SVP Marketing, Panera Bread said: “The Your Cup is Always full campaign is centered on the idea that coffee can be more than just a cup of hot liquid – it can be a catalyst for optimism – and we like to say that unlimited coffee could equal unlimited optimism.

“Our unlimited coffee subscription is disrupting a category and so we needed our marketing campaign to be just as disruptive and different than what we’ve done in the past—Your Cup is Always Full delivers on that disruption

“This campaign marks a change for Panera – we’re focusing on the essence of the insight that coffee can be a source of optimism – and think we’ve genuinely captured that feeling, and the excitement around our unlimited subscription program in Your Cup is Always Full”

The campaign will launch with a 30-second TV spot, directed by Craig Gillespie of production company MJZ, along with media-partner content,social, out-of-home and digital activations.