Swig League x Death Wish Coffee Co.

Starting out as an e-comm only brand, DWC had a devote audience of coffee subscribers but as growth led to increased channel competition, they wanted to ensure they were still making this core audience feel special. Looking for a unique, exclusive consumer experience focused on community building.

Rooted in the fierce rivalries of Major League Baseball, The Swig League was a gamefied experience pitting two groups of contentious coffee drinkers against one another: those who drink it black, and those who add cream and sugar. For nine weeks, these two groups earned points for their teams, unlocked exclusive team merch and fought for bragging rights.

This curated experience led to a 660% higher RPR and 600% higher CVR for Swig League members compared to DWCs average audience.