Hugh Jackman refreshes his Laughing Man Coffee brand that gives back to the coffee farmers

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.

Laughing Man Coffee is part of the Keurig Green Mountain family of brands and was founded in 2011 by Jackman following a trip to Ethiopia, where he met a young coffee farmer named Dukale. Inspired by his perseverance and optimism, Jackman launched Laughing Man Coffee to help improve the lives of coffee farmers, like Dukale. Jackman contributes 100% of his profits to the Laughing Man Foundation, an organization he created to support coffee farming communities and deploy programs that clear the way to health, growth and success for coffee farmers and their families. Investments are made in community-based programs, such as infrastructure, education and housing programs to complement the Fair Trade premium that farmers receive.

“By creating Laughing Man Coffee, I saw an opportunity to make a difference in the world with exceptional coffee,” said Jackman. “Every person has the power to make a difference, and it can be as simple as supporting products like Laughing Man Coffee that also give back, are Fair Trade Certified and have a mission to make the world a better place.”

Jackman introduced the new brand look and announce the double-donation commitment today during a presentation at South by Southwest, where he shared insight into the cross-section of social good and market forces, as well as the inspiration and mission behind the brand.

As part of a continued commitment to sustainability, all Laughing Man Coffee pods in new packaging are made with polypropylene #5 plastic, which is widely recyclable curbside throughout North America. In addition, consumers can now purchase the brand in ground bagged coffee at a number of retail stores nationwide, including a new launch at Target, and at LaughingManCoffee.com. Consumers can also visit the Laughing Man Cafés in New York City.

“Consumers’ coffee tastes are evolving and there is an increasing desire for distinct, super-premium coffee, like Laughing Man Coffee, across a number of formats,” said Scott Moffitt, chief brand and beverage officer at Keurig. “We are proud to not only expand the availability and varieties of Laughing Man Coffee, but also to increase our support of the farmers around the world who make our coffee.”

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.