Keurig History

It only takes one cup of coffee from Green Mountain Coffee to have not only a good morning, but a great one. The advertisement shows a hand holding a cup of Green Mountain Coffee. It is hovering over a lake with a green mountain forest surrounding it. The catchphrases “Good morning” is written above the cup of coffee and “Great morning” is in the front of the cup. The white steam from the coffee is rising upward in a winding formation upward towards the clouds as if the steam and clouds are one. Below the cup it says, ‘Everything is better with a great cup of coffee. Exceptionally smooth. Perfect balance. A harmonious blend of flavor, body, and aroma”. This advertisement works by its simplicity. By keeping it basic, it can get both male and
female coffee drinkers to consider the product. Sometimes a simple advertisement can make a huge impact and attract the reader, rather than using flashy logos or slogans. This is a great ad for Green Mountain coffee. It has a comforting appeal to it. For instance, (http://statisticbrain.com/coffee-drinking-statistics/) (May, 2013) stated, “Sixty-eight of coffee drinkers have their first cup of coffee within the first hour of waking up”. In the ad, the sky and the water appear to be the same tranquil color attracting the reader to a feeling of calm when just getting up in the morning. The lush green forest surrounding the lake looks peaceful and welcoming inviting the reader to still have a calming escape while having their cup of morning coffee. During any time of day one would see the ad and be given the impression their following morning will be great if they drink a cup of Green Mountain Coffee to start their day. The target audience is definitely adults, who are the majority of coffee drinkers. The advertisement could even attract a reader who may be having a bad day and may see it as a form of comfort or encouragement that tomorrow will be a better day. There is a flow to the ad. The steam rising from the coffee twists upward as if to blend into the clouds carrying one to look ahead at the nice day ahead of them. Single, married, divorced, male, female; this ad reaches out to all and invites you to relish in the moment and have a nice cup of Joe.
The ad claims to say that by having Green Mountain Coffee first thing in the morning, all is good in the world and the day will be balanced and harmonious. The phrasing, “Exceptionally smooth. Perfectly balanced. A harmonious blend of flavor, body, and aroma”, tells a story with the photo. With the rising steam, there is a smooth feeling, the hand holding the cup above the lake and between the forests gives one a sense of balance, and with the steam you can smell the aroma and taste the flavor of the coffee. It was smart of Green Mountain to not include any people in the advertisement. As we start our morning off, we usually are getting ready doing things alone to prepare. One wants to feel as great as possible prior to starting their day with the hopes of it carrying throughout the day. The trees in the forest are about the same height, which adds to having balance with that cup of coffee. At the bottom of the ad to the left are two pictures of mini instant brew cups for a coffee maker and a bag of the ground beans. The message is clear that the product is for all coffee makers and this could be good for the consumer so they don’t have to feel they have to go out to buy their coffee. They can be at home getting ready for their day and enjoying their coffee.
To the bottom right of the ad, the wording, “The best-selling brand for the Keurig Brewing System”, continues to keep the reader interested in having their coffee at home. They could also have a coffee maker at the office, which could also give offices the suggestion to try the product. I can’t help to notice that the hand holding the cup is that of a male. It’s a sign of strength and could be sending the message that Green Mountain is keeping with its’ suggestion of the, “harmonious body”. The simplistic white coffee cup stands out against the blue and green backdrop to draw the eyes to the beverage in the cup. Target audiences can vary. It could bring out the curiosity of students and may give them the idea at college to get a coffee maker to try Green Mountain Coffee.
Green Mountain Coffee Roasters, Inc.
(www.gmcr.com) was founded by Bob Stiller in 1980 when he got a cup of coffee in Waitsfield, Vermont. It was incorporated in 1981. Originally a small café in Waitsfield, the company would eventually invest in Keurig in 1993. At the same time the company had gone public where Green Mountain would change the way coffee at home and at work was made. It was where the Keurig Single Cup Brewing System would take off. Keurig is well-known as a lead innovator in specialty coffee and coffee makers where its brewing technology and award-winning coffee is in the top ranks with others like Starbucks, Peet’s Coffee, and Coffee Bean. In order to stay strong with other brands and competitors, Keurig has distribution agreements with Dunkin Donuts, Folgers, Newman’s Own, and many others. Green Mountain was named the largest purchaser of Fair Trade Certified coffee in the world in 2010. It helps to make more environmental and social projects
profit. In researching the history of Green Mountain Coffee, I found that the advertisement was suited to their early beginnings.
Like the plush green valleys and mountains in Vermont, the advertisement continues to stand by its name and hold to their tradition of being green and environmentally friendly. The ad remains to be humble and attractive to all. The simple look of the ad manages to stick to the Green Mountain tradition of simple and tasteful. One should consider giving themselves a chance to try this product and see for themselves. From humble beginnings and standing behind their product, Green Mountain Coffee has proven to stand on their own. Coffee companies can go all out with their over the top commercials and flashy advertisements, doing whatever it takes to draw in customers one cup at a time. The point is to keep customers; customers that will remain loyal and spread the word to others. If one sees that they do not have to spend a lot of money in order to have a great cup of coffee. The start of a great morning at home can be had if just given one cup of Green Mountain Coffee. Its smooth taste and perfect aroma can put one on top for which they will have a great day and a better tomorrow. Having not been a coffee drinker, I may be swayed by this advertisement to try a cup of Green Mountain Coffee to judge for myself. Green Mountain takes pride in their product and has the backbone to support it with their successful dealing and marketing by being simple and humble
to attract readers desiring to have a wonderful day.

REFERENCES

1. http://statisticbrain.com/coffee-drinking-statistics/ May, 2013 2. (www.gmcr.com), Green Mountain Coffee Roasters