Packed with Goodness - 360 Campaign
Green Mountain Coffee is yet another brand that was struggling to find its voice before I started working on it. Sales were declining. The marketing team was unhappy with the agency. Its previous advertising was not working. In a saturated coffee market, they looked generic. I had to repitch the business. I listened closely to what the clients wanted to say and realized that they had such an interesting story to tell. In fact, there was too much to talk about. So, we used that to our advantage and found an insightful and ownable way to pack in as much of this story as possible. My "Packed With Goodness" campaign turned Green Mountain Coffee around and has had unprecedented success, increasing sales by 25% and new customers by 12%.
Press: Adweek, The Drum
Role: Executive Creative Director and Copywriter
Case Study
Film
My parents moved from Colombia to the U.S. to find a better life, so it was a privilege to go there, see some family and shoot part of the campaign.
Each trip for Green Mountain was a once in a lifetime experience. I got to see some amazing places and meet incredible people. Here's the coffee farmer, his family and the crew in Sumatra, Indonesia. (I'm the short guy, back, dead center)
Digital
PDP and Packaging
Print and OOH
