Traditional Print- Male - PROBLEM: Developing a green marketing message that appeals to men who aren’t already living green.
SOLUTION: By positioning Green Mountain Coffee as a brand that thinks like you, consumers feel a deeper connection to the brand and more involved in their eco footprint. Fair Trade Organic coffee helps provide a more stable and fair economy for third world farmers, making sure they get fair pay for fair crops. Older males will be able to identify with this as most men take pride in their work.
Traditional Print- Female - PROBLEM: Developing a green marketing message that appeals to women who aren’t already living green.
Women are more emotionally connected to family and child issues. Advertising the benefits that SOLUTION: Green Mountain Fair-trade Organic Coffee provides to third world education and reduction of child labor provides female consumers with a more satisfying buying experience.
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Green Mountain Coffee (Student Project)
In school project in which products were assigned to groups of two. We were given Green Mountain coffee. We chose to focus on the benefits of buying fair-trade products and their effect on the planet.
I concepted the artwork, photographed, edited, and wrote the copy. All marketing aspects that drove the creative were done by Liz Carpenter.
