bEvERAGES — NoN-ALCohoL
Green Mountain Coffee
GREEN MouNTAIN CoFFEE RoASTERS
T. J. Whalen VP-Mktg.
Susan Cote Dir.-Brand Mktg.
Rick Slade Mktg. Dir.-Creative Group
Viola Cheung Mgr.-Mktg. Research & Strategic Insights
bRANDbuZZ/youNG & RubICAM
Jennifer Kohl Exec. Dir.-Integrated Media
Peter Herbst Creative Dir.
Daniel Crumrine Creative
Eric Martz Creative
Mike Reese Pres.
Erika Dale Assoc. Dir.-Integrated Mktg.
CAMpbELL Soup Co.
Sr. Brand Mgr.
Assoc. Brand Mgr.
Sr. VP-Creative Dir.
CIRCLE oNE MARKETING
Michael Dill Mngng. Part.
Sr. Acct. Exec.
A REvELATIoN IN EvERy Cup
In a declining, saturated and competitive market, Green Mountain
Coffee made significant gains by increasing consumer loyalty. The
campaign drew upon the insight that consumers unconsciously
associate coffee with the need to gain clarity of thought and
return after the coffee with a changed perspective. It led to a
unique and relevant positioning idea that the brand could take
credit for creating moments of inspiration. Creative and media
strategies that encouraged consumers to take a few minutes with
the brand to pause, reflect and be inspired generated 65% sales
uplift in the Boston campaign area.
MANy, MANy REASoNS
Canned food has come to mean low-quality and highly
processed. To bring Campbell’s condensed soup from the dusty
recesses of baby boomers’ pantries and onto their tables, many
misperceptions needed to be dispelled. Research helped identify
compelling, convincing facts that gave boomers “Many, Many
Reasons” to rediscover Campbell’s soup as authentic nourishment,
real food from real farms. When they were fed the facts, they
ate more soup. Significant changes in boomers’ perception of
Campbell’s condensed led to a .10% growth in share.
AARP Media Sales congratulates
Campbell Soup Company
Toyota Motor Sales
The 2010 Effie Boomer+ Advertising Effectiveness Winners
AARP MULTI-MEDIA DELIVERS
Speak directly to influential consumers in one
multi-media franchise aarp.org/advertise
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