DAvID vS. GoLIATh
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.
DELIvERy SySTEMS & pRoDuCTS
united States postal Service
uNITED STATES poSTAL SERvICE
Robert Bernstock Pres.-Shipping & Mailing Services
Joyce Carrier Mgr.-Media Planning & Advt.
Gary Reblin VP-Expedited Shipping
Greg Whiteman Mgr.-Mkt. Rsch.
Sr. VP-Group Mgmt. Super.
Exec. VP-Dir. Solutions Planning
Exec. VP-Creative Dir.
Sr. VP-Creative Dir.
Sr. VP-Group Media Dir.
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.
A SIMpLER WAy To ShIp
The U.S. Postal Service had an aggressive goal of increasing
revenue and volume in expedited package shipping, a declining
category dominated by two iconic brands. This campaign
demonstrated there was an easier, more economical way to ship
with Priority Mail flat rate boxes. Using the iconic letter carrier to
teach business shippers, “if it fits, it ships for a low flat rate,” the
Postal Service was able to exceed volume and revenue goals by
more than seven times the campaign objective in just 90 days.