While Green Mountain Coffee Roasters® had built an impressive and extensive line of single-serve coffee brands, as the portfolio expanded, some of the brands began to overlap and become undifferentiated. In particular, power brands such as Green Mountain and Donut Shop had begun to lose strategic focus and relevance with their consumers. Green Mountain Coffee Roasters® came to us to help them develop sharply defined brand positionings for six of their core brands that could increase impact among target consumers, and maximize the power of the total portfolio.
A team of CD Consultants criss-crossed the country, speaking with more than 150 target consumers across brands, ages and demographics. We met consumers in their homes, in coffee shops and in informal focus group discussions, uncovering insights as we explored a wide range of brand positioning directions across the portfolio. Ultimately, we leveraged each brand’s individual attributes, heritage and brand story into an authentic, differentiated and relevant positioning for its specific target audience.
Armed with this more strategically defined brand portfolio, Green Mountain Coffee Roasters® has developed and introduced new marketing campaigns for each of its core brands, helping to reignite growth.