Green Mountain Coffee Roasters has tapped Kevin Costner for a new collab—er, partnership—that includes both coffee and campaigns, with the Oscar-winning actor first starring in a new ad for Horizon Blend, part of an upcoming line of Green Mountain brews that have Costner’s name attached.
In the spot, created by Havas New York, Costner is on a film set in the American West looking over a shot when he’s pulled away by a crew member to discuss brand collaborations—or “collabs,” as they’re repeatedly referred to in the ad. “What’s a collab?” Costner replies, pronouncing the seemingly foreign term “CO-lab.”
Soon, he’s ushered to a table stocked with comical Old West-inspired products seeking his potential endorsement—sneakers with spurs attached, “Foam on the Range” oven scrub, “Gold Rush” golden dental grills, a cow-print kimono, etc.
Is there any collab that might be suitable?
“Kevin is an icon both on and off the screen,” said Becky Opdyke, senior VP of coffee marketing at Keurig Dr Pepper, which owns Green Mountain.
“Whether he is creating and sharing stories through film and television or working on environmental conservation, he goes all in on his passions,” she said of Costner, who’s starring in his first U.S. ad since an Apple commercial in the 1980s. “We are thrilled to partner with him and to co-create a blend that celebrates a dedication to our crafts.”
Debuting today, the campaign will enjoy an integrated rollout across online video, out-of-home and digital and social media, with Havas Formula and Havas Media providing PR and media support through the end of the year.
Horizon Blend will be available on Keurig’s website starting Dec. 18, before launching in U.S. retailers in January. The new coffee variety “embodies the American West and its bold and boundless spirit,” the brand said, describing Horizon Blend as having a “smooth yet robust flavor profile, alive with earthy smoky flavors and a touch of sweetness.”
To coincide with the campaign, Green Mountain has also announced a $100,000 donation to Root Capital, a non-profit group that invests in small agricultural enterprises in the developing world.