Havas New York launched the first integrated marketing campaign for Vermont-based coffee brand Green Mountain Coffee, entitled “What If.”
The 30-second title spot, which appears to be a one-take shot, opens with a man asking, “What if a coffee roaster was so obsessed with quality they used only the top ten percent of beans the world over,” while casually strolling from his kitchen, where he’s just made a fresh cup, to the coffee fields where the beans are sourced. He continues making his way through the set, which depicts the selection, blending and roasting of the beans, before making his way back to the kitchen, touting the Green Mountain’s Fair Trade certification and 50 different varieties along the way before stumbling with an awkward brand pivot at the end.
In addition to the online spot, which will run in both 15 and 30-second versions (as well as versions featuring and not featuring promises of a free sample, which presumably is only given away while supplies last), the campaign also features banner ads, new product packaging and a new website, where visitors can request free samples. Running for eight weeks, the campaign celebrates the brand’s 35th anniversary while focusing on its core values of quality, variety and sustainability.