RELAUNCHING A COFFEE BRAND BY GOING BACK TO ITS ROOTS

Challenge: After more than two years without any meaningful marketing or communications support (and many misattributions as the "house brand" of Keurig), Green Mountain Coffee needed to reassert its presence and reclaim a unique place in consumers' hearts and minds.

Approach: We dug deep and went back to the cornerstone of what's given Green Mountain Coffee its longevity for the past 35 years: a dedication to quality that most people associate with small coffee companies, an history of social responsibility, and an unusually diverse range of varieties. These facets became the three key storylines of the new GreenMountainCoffee.com, which we designed and launched as part of an integrated campaign with Havas (TV) and Mediavest (Media).

THE SITE

Because of the timing of the media buy, we were challenged with developing the fully-responsive site from start to finish—digital strategy, UX, design, sampling integration, original video production—in about ten weeks. And we pulled it off with flying colors. The previous iteration of GreenMountainCoffee.com was all about product, and missed a great opportunity to let the brand's truly unique personality shine. With our relaunch, we made sure that the texture, character and commitment were evident in every detail: from the organic, seamless page scrolls and purposeful animations to the candid photography and film-style video content.

VIDEO CONTENT

We found out on a Friday that Green Mountain's Vice President of Coffee Sourcing, who lives in Switzerland, would happen to be in Vermont for a brand summit the following Thursday. So in the four days between, I made the magic happen. The full-length videos below appear on the website, while shorter edits were used for paid social and display.