• by Teresa Buyikian , Yesterday

Peet’s Coffee is rolling out its new Middle Ground “half-caff” blend with a search for its first ever “chief playlist officer.”

The 250-unit coffee chain this week announced the competition to find an officer tasked “with curating a reset playlist, helping people power through the dreaded afternoon crash.” Now through June 30, entrants can submit their “Middle Ground Mix,” which is defined as “a personally curated playlist designed to turn up the energy, sharpen focus, and provide a soundtrack for the final hours of the workday,” to www.peetscpo.com. Contestants must also provide a short explanation of why they deserve the title of Peet's chief playlist officer and head of half-caff and list the “one song that always gets them moving whenever it comes on and why.”

“The morning coffee ritual to set the day's rhythm is well established -- but the 3 p.m. crash is when people also need a boost,” said Kristina Roach, vice president of marketing at Peet's Coffee, in a release. “With our new half-caff offering, Middle Ground, we wanted to create a more balanced coffee occasion that helps people recharge and keep their momentum with less caffeine. The search for a chief playlist officer let us introduce our new coffee alongside another science-backed remedy to restore energy: music.”

The winner will receive the title along with an all-expenses-paid trip with a guest to Chicago to see such acts as Olivia Dean, Charlie XCX, Lorde, Tate McRae and John Summit. The winner’s playlist will also be featured as the official soundtrack for 3 p.m. at Peet’s locations nationwide. 

Te campaign also celebrates the national rollout of the brand's new summer coffeebar menu, available through Aug. 18, which includes new Sparkling Energy Drinks made with plant-derived caffeine from Monin Brilliance, as well as Protein Oat Lattes.