Green Mountain Coffee

Derek Archambault, Sr. Brand Manager
Susan Cote - Sr. Director, Specialty Coffee

Young & Rubicam *Lead Agency

Mike Reese - President, Y&R California
Mike Acken - Group Acct. Director
Theresa Ferrugio - Media Director
Glen Jacobs - Executive Creative Director
Jennifer Kohl - COO, Integrated Media
Harding Royster - Sr. Brand Planner

Coffee is changing - consumers are eschewing paper filters, glass pots, and scoops for the more convenient single-serve systems, namely Keurig. And no one had enjoyed this advantage more than Green Mountain Coffee. But what happens when that system suddenly opens up to established brands like Starbucks and Folgers? How could a regional brand like Green Mountain fend them off, prevent share erosion in the system, and grow their sales? The answer didn't lie in an emotional or rational proposition, but rather a unique and motivating perspective.