By creating a brand strategy and architecture while tapping into why and how their customers drink coffee, Keurig helped Green Mountain Coffee establish its brand in a crowded marketplace.
While still the number one K-Cup brand, Green Mountain Coffee faced strong competition. Up against power brands such as Starbucks, Peets, Gevalia, Folgers, and Dunkin’ Donuts—as well as Keurig’s own growing suite of private label brands—Green Mountain Coffee needed to jump start growth. But, to succeed, they needed to take into account new products in the development pipeline and those already in the market. Initial research showed that coffee drinkers make their selections based on a number of aspects: how they prepare their coffee, where they enjoy it, the origin of their coffee beans, its flavor, and profile. It’s about the experience, not just taste and type, and that’s what they would need to deliver.
First, Green Mountain Coffee needed a strategic framework and branding strategy to communicate the brand’s offerings and new positioning in a meaningful way. This would inform packaging design to bring the Green Mountain Coffee portfolio to life on a crowded shelf. This portfolio includes core coffees, seasonal offerings, and reserve roasts tailored to every drinking experience. The new design communicates the premium quality and heritage of the Green Mountain Coffee brand, while delivering on its authentic and spirited Vermont heritage in the store and at home. To create clarity and simplicity for consumers across the entire portfolio and experience, Green Mountain Coffee aligned their new products with their positioning according to a totally new brand architecture. A unifying idea provides depth and breadth for their current and future brands: “Authentic Green Mountain Coffee experiences for every occasion.”
The results: an exciting new Green Mountain Coffee brand that is prepared for the future and in touch with its roots and authentic customer need. Early testing revealed that the “new” Green Mountain Coffee makes the brand more modern, relevant, and appealing. New designs and offerings have been identified as a result of the strategy, and are being rolled out in-market.