2010 BRONZE

BEVERAGES, NON-ALCOHOL

A REVELATION IN EVERY CUP

GREEN MOUNTAIN COFFEE, GREEN MOUNTAIN COFFEE ROASTERS

T. J. Whalen, Vice President, Marketing
Susan Cote, Director, Brand Marketing
Rick Slade, Marketing Director, Creative Group
Viola Cheung, Manager, Marketing Research & Strategic Insights

BRANDBUZZ/YOUNG & RUBICAM

Jennifer Kohl, Executive Director, Integrated Media
Peter Herbst, Creative Director
Daniel Crumrine, Creative
Eric Martz, Creative
Mike Reese, President
Erika Dale, Associate Director, Integrated Marketing
Erich Hartmann, Creative Director

In a declining, saturated and competitive market, Green Mountain Coffee made significant gain by increasing consumer loyalty. The insight - that consumers unconsciously associate coffee with the need to gain clarity of thought, and return after the coffee with a changed perspective - led to a unique and relevant positioning idea where the brand could take credit for creating moments of 'inspiration'. Creative and media strategies that encouraged consumers to take a few minutes with the brand to pause, reflect and be inspired generated 65% sales uplift in the Boston campaign area.