Actor Hugh Jackman’s Laughing Man Coffee has received a brand a refresh and new marketing campaign, ‘Make Every Cup Count,’ to celebrate its mission to deliver premium coffee and give back to the farmers who produce it.
In a new national marketing campaign, Laughing Man Coffee unveiled an updated logo, revamped brand packaging, a new recyclable pod format and expanded availability and varieties. In celebration of the campaign launch, for 30 days beginning March 12, every purchase of bag coffee and pods will result in a double donation to the Laughing Man Foundation and its efforts to support coffee-growing communities around the world.
The new ‘Make Every Cup Count’ campaign features retail activations, digital advertising, a national public relations campaign, social media amplification and a digital video series. Created with Red Tettemer O’Connell + Partners, the series follows Jackman as he travels to Huila, Colombia to meet with coffee farmers and their families and see the impact of the communities benefiting from the programs funded by the Laughing Man Foundation. The marquee video, ‘Anthem’ features the song Better Way by Ben Harper.
Client: Laughing Man Coffee Company
Agency: Red Tettemer O’Connell + Partners
Chief Creative Officer: Steve Red
Executive Creative Director: Steve O’Connell
Group Creative Director/Art Director: Todd Taylor
Creative Director/Copywriter: Chris Plehal
Producers: Joe Mosca
Account Executive(s): Carla Mote & Bergan Foley
Photographer/Designer: Felipe Botero
Production Company: Red Creek Productions
Director: Phedon Papamichael
Director of Photography: Santiago Otoya
Executive producer: Ivan Entel
Line Producer: Paula Arango
Editing House: Red Tettemer O’Connell + Partners
Editor: Chip Schofield & Vic Carreno
Producer: Joe Mosca
Music House: Sony/BMG – Licensed Track
Composer: Ben Harper / Better Way Sound Design: Milkboy Studios
Audio Mix: Alchemy X