Perspectives Campaign:  
Deceptively simple, astonishingly effective

This quiet campaign was created combining truths about the way people behave with their coffee, along with tapping into people’s perceptions of the Green Mountains, to attain startling results.

It started from a simple insight: things in life are better when you have a great cup of coffee. Everything from a campfire to a business meeting is just better with great coffee.

We decided to illustrate this “Coffee Moment”, the time when people enjoy coffee and take a moment to reflect and collect themselves.  We wanted taste appeal to be front and center; to make people want their Coffee Moment. We placed the Coffee Moment in a visualization of the Green Mountains with lakes, rivers, green trees. We filmed these with jaw-dropping landscape photographer Tom Nagy. Similar to Corona, we gave people a moment of peace with the advertising, mirroring their Coffee Moment.

The something astonishing happened.

In focus groups people literally talked of memories of these places, even though many lived in locations far from Green Mountains. It felt like we had tripped across something big, that we were jacking their minds, their memories. 

The results? Nothing short of staggering. In Focus Groups the campaign tested an unprecedented 92% approval rating. A second test (to assure this wasn’t an anomaly) revealed scores even higher.

The in-market net result?

• The Perspectives Campaign yielded a similarly unprecedented 24% boost in coffee sales.
* Total awareness grew from 30% to 49%
* Unaided awareness grew from 5% to 13%
• Facebook fan bast grew from 80,000 to over 900.000. 

And little wonder. Here are some consumer comments:

Thank you for one of the most comforting and beautiful commercials on TV. 

Just wanted to tell you how much I have enjoyed your most beautiful TV ad. At a time when commercials are silly and/or insulting, you have made a thing of pure beauty! Kudos to your ad group! 

And Green Mountain Coffee loved the TV so much they ran it during the Super Bowl in Seattle (to thumb their nose at Starbucks) and in Vermont (to salute GMC employees). 

Oh, and Y&R decided it was good enough to represent them at Cannes. So: great test results, great market performance, Cannes-worthy work. 

We brewed a better day.