Green Mountain Coffee Roasters is enlisting the help of pop star Kelly Clarkson to help push its Fair Trade-certified coffees in a promotional campaign called “Great Coffee, Good Vibes, Choose Fair Trade.”
The campaign highlights a trip Clarkson took to a Green Mountain supplier farm in Peru. In a travelogue, Clarkson comments on pictures from her visit, saying things like “Not how I imagined coffee would look” (regarding a picture of a ripe coffee cherry), “The whole community gets involved!” and, “Through Fair Trade, Green Mountain Coffee and farmers work closely to bring the best tasting coffee to market. Yum!”
GMCR was recognized by Fair Trade USA as the largest purchaser of Fair Trade-certified coffee in 2012 for the third consecutive year. The campaign with Clarkson includes a Facebook promotion, retail activations, digital advertising and a microsite. It will also include a live Clarkson concert webcast on Facebook on October 10. A goal of the Clarkson promotion is to drive consumers to the company’s “Three Continent Blend” of Fair Trade-certified beans, with a special emphasis on its Keurig K-Cups.
This is is not the first time a massive coffee company has enlisted the voice of a celebrity to help promote the sustainability value of its single-serve coffee capsules (this, of course, is regarded by many specialty coffee professionals as an oxymoronic concept). George Clooney is currently a member of the “sustainability board” for GMCR’s single biggest competitor in the pod market, Nespresso. To be fair to Clooney, it appears his interest in coffee development for Nespresso is more tied to his personal humanitarian efforts, rather than pure promotional work.