• by Fern Siegel , Yesterday

Green Mountain Coffee Roasters just launched “That’s Green Mountain Good,” a new campaign that introduces Bruce, the brand's goat ambassador.

Bruce, who lives in the mountains of Colombia, explains the dedication of the farmers behind every bean of Green Mountain. 

KDPOne, a Publicis agency, is responsible for the creative, while Connect handles media. The spot runs on connected TV, mobile and desktop devices in lifestyle and entertainment content.

Nat Resend, executive creative sponsor, KDPOne, told Out to Launch: “This campaign is about what makes Green Mountain Coffee Roasters different. That smooth, full-flavored taste isn’t luck; it comes from the work that happens way before the first sip: the farmers, the mountain, and the long-term relationships that keep quality high.

“While a lot of people care about sustainability, they don’t want a lecture with their morning coffee. So we found a fun way to bring the ‘where it comes from’ story closer to home by introducing our Green Mountain goat, Bruce, who waxes poetic about his home in Colombia as a simple reminder that every cup has real effort behind it. We wanted to make something that could only be Green Mountain.”