Green Cup's Coffee Promotion Brings Highlights its Authentic Origins
Laura McQuarrie — April 1, 2015 — Marketing
References: green-cup-coffee.de & guerrillamarketingzone
In order to bridge the gap between producer, business and consumer, Green Cup Coffee staged a unique coffee promotion. One thing that sets Green Cup Coffee apart is that its product goes straight from farmers to consumers, making it fully traceable. Wanting to communicate what removing the middle man does for the company, Green Cup set up a campaign to connect people with the very farmers who prepared their morning coffee beans.
Since coffee and wake-up calls are a popular part of the hotel experience, Green Cup replaced normal alarms with messages from the mouths of farmers in India, Zimbabwe and Papua New Guinea.
With many consumers becoming increasingly concerned with a product's authenticity, origins and production methods, this initiative is a clever way to provide insight into business values and practices.
Since coffee and wake-up calls are a popular part of the hotel experience, Green Cup replaced normal alarms with messages from the mouths of farmers in India, Zimbabwe and Papua New Guinea.
With many consumers becoming increasingly concerned with a product's authenticity, origins and production methods, this initiative is a clever way to provide insight into business values and practices.
Trend Themes
1. Authenticity and Transparency in Business - The Green Cup Coffee promotion highlights the growing trend of consumers seeking authentic and transparent business practices, providing an opportunity for companies to showcase their values and production methods.
2. Direct-to-consumer Model - Green Cup Coffee's direct-to-consumer approach disrupts the traditional supply chain, presenting an opportunity for other industries to explore bypassing intermediaries and connecting directly with customers.
3. Personalized and Immersive Marketing Campaigns - Green Cup's use of personalized wake-up calls from coffee farmers demonstrates the trend of creating immersive and engaging marketing experiences, suggesting opportunities for businesses to establish stronger connections with their customers.
Industry Implications
1. Coffee Industry - The Green Cup Coffee promotion highlights how the coffee industry can leverage direct-to-consumer models and communicate the authentic origins of their products to meet consumer demands.
2. Hospitality Industry - The hotel industry can explore innovative marketing campaigns like personalized wake-up calls to enhance guest experiences and differentiate themselves from competitors.
3. Food and Beverage Industry - The food and beverage industry can learn from Green Cup Coffee's emphasis on transparency and consumer engagement, and apply it in their own product marketing and supply chain practices.
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