Havas Picks Up Green Mountain Business
Green Mountain has worked with a slew of agencies in recent years, including such shops such as WPP's Y&R and Cone Communications. Though the company may work with additional agencies from time to time, Havas, as lead agency, will drive the direction of the advertising. Media was also reviewed, though that work remains at incumbent RJ Palmer. Consultant DDCD & Partners oversaw the review.
Green Mountain is well known for its K-Cups single serve coffees. The company offers more than 250 varieties of K-Cups from major brands like Starbucks, Dunkin' Donuts, Folgers, Caribou, Celestial Seasonings teas and its own eponymous brand.
Havas began working with Green Mountain this fall, but was named agency of record this month; Green Mountain's current holiday campaign was created by Havas. The account will be handled out of the New York office, but other Havas-owned shops like Sixth Sense, Impact and Cake will work on the account.
Andrew Benett, global president of Havas, said that taking on a client like Green Mountain represents a somewhat unique opportunity since it is a growing company that embraces creativity. Green Mountain did not comment.
The competition in the single-serve market has heated up in recent years. Starbucks last year -- just in time for the holiday season -- launched its single-serve Verismo machine with one of its biggest marketing pushes ever. The coffee giant is also marketing Verismo this holiday season.
Starbucks and Green Mountain in May announced a five-year agreement to triple the number of Starbucks-branded items made for Keurig, adding brands such as Seattle's Best and Teavana teas.
Green Mountain from January through September this year spent about $44.5 million in U.S. measured media, according to Kantar. In 2012 it spent $62.2 million, up from $51 million in 2011.