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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