Our Approach: 

• BrandBuzz created a brand positioning that inspires consumers through a transformative experience
  (drinking coffee) that helps them regain perspective to focus on the things that matter.

• The “brand idea,” Inspiring Coffee is paid off with the “total communications idea” and campaign
   tagline, A revelation in every cup.

• This platform is carried out through the creative executions, via unique and unexpected media placements, and utilized technology to allow consumers to share their revelations and eventually make them known to all of Boston.

• Through a strategic partnership with Kinetic Mobile, the entire media plan, incorporating both OOH and Newspaper, was evolved from being a passive “traditional” experience into an interactive pathway. Based on handset capabilities, consumer experience and campaign objectives the Green Mountain target audience was aligned with the most efficient mobile communication channels available. Incentivized with the chance to win free cinema tickets in partnership with Fandango.com and for the lucky few, the chance to see their revelations used in future creative copy consumers were provided with a chance to interact immediately by texting in “revelations” as was promoted by the traditional Call to Action.