American Dad partnered with Green Day and their coffee company Punk Bunny to create a new coffee blend in celebration of the latest season of American Dad. American Dad wanted to activate fans of the show and connect with a new potential audience to draw in a larger viewership for its latest season of the hit animated show and create press-worthy buzz around it.
Headword approached Green Day and their coffee company, Punk Bunny, about a partnership. We wanted to create a product that was instantly recognizable to fans of the show and celebrated its characters and the new season. We wanted something unexpected, that would get people talking and reach an untapped audience for American Dad. Inspired by the show's main theme, Punk Bunny created a custom coffee blend, called Good Morning USA, for a limited release. We designed the bag which featured a custom illustration featuring Stan and Roger with Stan decked out like Green Day frontman Billie Joe Armstrong. Using one of Green Day's most iconic songs, we worked with TBS to create a national ad that aired during one of the show's episodes and lower-third ads to push the partnership. The ad was posted on social media and we created additional supporting social content to get people talking. That included American-Dad-ifying some of Green Day's album covers which fans loved!
Between the ad and social content, the partnership reached an estimated 1 billion people. Separate from its TV viewership, the ad amassed 9.89 million impressions in only 24 hours once it was posted to social media. It was shared by the band and its members as well. A custom illustration of the band in the style of American Dad was posted a few days later with 10 million impressions across social media platforms. It was the partnership nobody knew they needed, gathering a lot of support online. The partnership had accumulated 549 million press impressions in the first week after being written about in publications like Forbes and Global Coffee Report. The day of the launch, coffee sales surpassed any other limited edition coffee released from Punk Bunny, and the coffee sold out in record time.
