SERVICES:
- advertising
- online & social media
- media relations
- brand consulting
- events & promotions
- design
- social responsibility
OUR CLIENT WORK:
- Green Mountain Coffee
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Green Mountain Coffee: Eat, Drink, and Be Fair
To help differentiate its brand as a socially and environmentally aware company, Green Mountain Coffee (GMC) hired Cercone Brown & Co. to develop a publicity program to celebrate Fair Trade Month (October 2009). Through consumer research CBC found that even the most active social or environmentally aware person had little understanding of Fair Trade. Therefore, the opportunity for GMC was to bring more consumers into its world by making the connection between GMC, Fair Trade and your morning cup of coffee.
CBC Solution:
The month-long program focused primarily on driving traffic to a promotional website, that was the epicenter of activity for consumers, media and bloggers. Through engaging, viral elements, the site dispersed GMC messages across the Internet, reaching millions and connecting this important cause to the root ethos of the GMC brand.
The centerpiece and culmination of the program was an invitation-only special event in Boston called Eat, Drink and Be Fair. The event provided the active platform for the site to connect, educate and engage consumers, bloggers, retail partners and influencers in celebration. The event would pit celebrity chefs head-to-head in a cook-off competition of original recipes using fair trade ingredients.
Results:
The Eat, Drink and Be Fair website became one of the most trafficked Fair Trade sites during the month of October, generating tens of thousands of unique visitors lured by attractive interactive components combined with rich and educational content. The information and incentives on the site translated into a huge amount of both online coverage and site visitors:
Website stats during a one-month period in October 2009:
45,149 absolute unique visitors
42,258 quiz participants
525 pledges
Resulting coverage during a one-month period in October 2009:
Total online reach: 53,367,903
Total blogger reach: 159,019
Total Twitter reach: 270,000
Ultimately, the website became a promotional vehicle that was shared by various press outlets, on social media networks and blogs. Readers found the design of the site pleasant and easy to navigate. All information regarding the campaign, cause, and event was easily accessible. This generated cause and brand awareness that has repositioned many people to actively engage and support the Green Mountain Coffee brand, as consumers left feeling both aware and impressed with GMCs commitment to Fair Trade.
