Beverage Industry

Green Mountain Coffee Roasters brews better coffee for better day

March 15, 2013

Waterbury, Vt.-based Green Mountain Coffee Roasters’ consumer research has shown that, for coffee drinkers, better-quality coffee can result in a better day. Building on this simple message, the brand created its latest TV campaign, “Perspectives,” in the first-person perspective to convey how Green Mountain’s unique qualities can improve a person’s outlook and day, the company says. These 15- and 30-second TV spots open with the words “Good morning” superimposed over a scenic sunrise and then segue to a shot of a cup of Green Mountain bearing the words “Great morning” in front of the same sunrise. These commercials will run on national networks and cable through mid-June, it adds.