- San Francisco Bay Coffee takes on the immense waste of coffee pods in its first brand campaign. The campaign, themed “One Small Sip for a Better Tomorrow,” notes that 80 million plastic coffee pods go into landfills daily.
- The effort, from agency Cutwater, uses animation to depict floods of coffee pods streaming from people’s mugs every time they take a sip of coffee. The spots suggest San Francisco Bay Coffee, which is packaged in compostable materials, as an alternative.
- The campaign includes one :30 brand anthem commercial and two :60 spots. The spots will run on paid and owned channels across video, social, digital display, audio, out-of-home, e-commerce and search.
It’s the holiday season and many people will be giving the gift of coffee as a last minute treat, which is likely why San Francisco Bay Coffee dropped its first-ever ad campaign during December.
Many consumers up their game going for more gourmet offerings during the holidays both to treat their loved ones and themselves, which also makes it an opportune time for people to try a new brand.
The ad plays on many consumers’ desire to be more sustainable and to purchase items that create less waste.
“San Francisco Bay Coffee is proudly farm-to-mug, and we encourage coffee enthusiasts everywhere to make a difference in the world before they even leave the house by choosing our OneCUP coffee pods,” said Jennifer Greenberg, director of marketing at San Francisco Bay Coffee, in a statement shared with Brand Innovators.
“This effort signals our very first ad campaign, a big moment in our brand evolution,” added Greenberg. “In partnership with Cutwater, we developed a vast content library to help drive brand awareness and share our ongoing mission to provide great-tasting coffee while also maintaining a focus on sustainability.”
