Green Mountain Coffee Roasters today, April 20, launched a new campaign, “That’s Green Mountain Good,” that introduces a new mascot for the Keurig Dr Pepper brand, per details shared with Marketing Dive. The campaign looks to bring the brand’s coffee-making heritage to the forefront, and was crafted by KDPOne, a bespoke Publicis Groupe solution powered by Digitas, Connect at Publicis Media, Mars United Commerce and MSL.
The mascot, a green mountain goat named Bruce, debuts in a 30-second hero spot, surprising a Green Mountain coffee drinker at her kitchen window and explaining that the brew contains “carefully selected, expertly roasted coffee beans harvested at peak ripeness by hard-working farmers back on my home mountain.”
“We wanted to return more decisively to our roots into a space we call farm-grown goodness,” said Becky Opdyke, senior vice president of coffee marketing at Keurig Dr Pepper. “Our prior positioning was in the ‘packed with goodness’ space, and we wanted to better recognize how much effort goes into a cup of coffee, and that that effort starts all the way back at the farm.”
The campaign will run on connected TV, mobile and desktop devices around lifestyle and entertainment content. Recognizing that other coffee brands also play in marketing spaces around farm-grown coffee, the brand and agency team looked to find a disruptive way to deliver that message, eventually landing on Bruce rather than a fictional character like Juan Valdez or a celebrity spokesperson.
“We're not Nespresso. We're not going to bring George Clooney and be fancy pants,” said Nat Resende, executive vice president and executive creative director at Digitas. “We wanted to be in our own lane and be more approachable… With Bruce and the humor, we are able to be distinct in a category that is surrounded by premium without approachability.”
The new Green Mountain campaign follows Keurig’s launch of a “Great Coffee Without the Grind” brand platform in December 2025. That effort exceeded the company’s targets on key KPIs, including brand attention and return on ad spend, KDP CEO Timothy Cofer said on a recent earnings call, and has informed the marketing strategy across the portfolio.
“We put in a lot of effort into ensuring resonance with consumers, but also a very smart media strategy and way of working into that, really focusing on precision marketing, ensuring that the messaging itself meets the needs of consumers,” Opdyke said of the previous campaign, which was optimized with digital content optimization and other signals.
Refreshing brands amid corporate change
While “Great Coffee Without the Grind” was focused on bringing new customers into the Keurig system, “That’s Green Mountain Good” looks to keep consumers engaged and help them understand the quality of the coffee that is available in the system.
Both efforts aim to better position Keurig’s coffee brands as KDP prepares to separate its beverage and coffee businesses into two independent companies following the $18 billion acquisition of JDE Peet’s. KDP’s U.S. coffee business segment saw revenue increase nearly 4% in Q4, but operating income declined due to cost pressures.
“The corporate landscape may be changing, but in many ways, we are getting a wonderful portfolio of brands that play across many different occasions and types of consumers in order to grow the coffee business that we have in the United States,” Opdyke said. “Green Mountain plays a wonderful role in the mainstream coffee space… but we're actually seeing growth in our bags of Green Mountain at the moment, as well, so the brand is is multidimensional.”
Along with its work on the Keurig and Green Mountain campaigns, Digitas is also working on a forthcoming campaign for KDP’s Donut Shop Coffee brand, which has a more poppy and youthful profile. Each brand in the KDP coffee portfolio has its own identity and audience that the brand and agency team looks to highlight in marketing.
“We want people to feel like the coffee that they're drinking is part of how their lifestyle and their persona, almost like a companion for every morning,” Resende said. “It's more about understanding what the DNA of that coffee pod is and creating distinction to every brand for their consumers to feel the vibes of the coffee.”
The new campaign’s focus on farmers and their farms was brought to life by filming at a Green Mountain farm in Colombia. The work is especially resonant with Resende, because she recognized the care that Green Mountain and their partners put into their craft, having grown up on a coffee farm in her native Brazil.
“Before I was drinking milk, they were shoving tablespoons of coffee [in my mouth]. For five generations of my family, we have the obligatory picture of us as one-year-olds sitting in a pile of drying coffee,” said Resende, who also serves as the executive creative sponsor for KDPOne. “Coffee is in my DNA.”
