Keurig Brews up Refreshed Packaging, Brand Positioning

READING, Mass.--(BUSINESS WIRE)--Keurig, Incorporated, a wholly-owned subsidiary of Green Mountain Coffee Roasters, Inc., today introduced an enhanced corporate identity through its new packaging and renewed emphasis on its Choose. Brew. Enjoy. ^®tagline—showing the consumer that Keurig^® is the way to brew the coffee they love. The refreshed brand messaging allows Keurig to better communicate its brand personality while remaining true to its brand loyalists.

“This new creative roll-out is another important milestone in a carefully designed business strategy to reinforce Keurig’s position as a leading coffeemaker”

Based on comprehensive market and consumer research, Keurig’s new visual identity was created to strengthen brand messaging and positioning, enhance shelf prominence, and establish consistency across various distribution channels. The updated branding includes engaging language, color scheme and design elements to communicate to consumers that Keurig has redefined brewing by combining state-of-the-art brewing technology with their patented K-Cup® portion pack.

“This new creative roll-out is another important milestone in a carefully designed business strategy to reinforce Keurig’s position as a leading coffeemaker,” said Dwight Brown, Vice President of Marketing, At Home Division, Keurig. “With sales revenue that has increased by 69 percent year-over-year, Keurig is in a period of hyper growth and it is vital that we echo this position through strong and consistent branding.”

A departure from the original creative, the new brand persona features a prominent black, circular logo complemented by the coffeemaker’s iconic coffee mug and sketched star. The updated, polished brand design reflects Keurig’s strategy of communicating with coffee lovers via marketing that has a modern look, but that still leverages the equity of Keurig coffee excellence.

The new packaging is just one way Keurig is conveying its renewed emphasis on its Choose. Brew. Enjoy. tagline which will be at the core of all communications initiatives, including new product introductions and integrated marketing programs. In concert with the brand revitalization efforts, Keurig recently unveiled its completely redesigned e-commerce site and launched a national advertising campaign to drive the already-anticipated strong holiday sales.

The creative agency Corey McPherson Nash led the re-branding project–supporting Keurig’s marketing teams in its execution.

Keurig products are available in approximately 19,000 retail stores nationwide. For more information, please visit: www.keurig.com.

About Keurig, Incorporated® and Green Mountain Coffee Roasters, Inc. (NASDAQ: GMCR)

Keurig, Incorporated, a wholly-owned subsidiary of Green Mountain Coffee Roasters, Inc., is a pioneer and leading manufacturer of single-cup brewing systems. Keurig's proprietary brewing system combines a pressurized hot water brewer with multiple varieties of K-Cup® portion packs, which feature a patented design that preserves the freshness of gourmet coffee and tea. Through licensing agreements, Keurig offers more than 200 varieties of premium branded coffees and teas in K-Cups. More than 3 billion cups of Keurig Brewed® coffee and tea have been enjoyed since 1998. For more information, please visit www.keurig.com or call 888-CUP-BREW.

As a leader in the specialty coffee industry, Green Mountain Coffee Roasters, Inc. is recognized for its award-winning coffees, innovative brewing technology, and socially responsible business practices. GMCR’s operations are managed through two business units. The Specialty Coffee business unit produces coffee, tea and hot cocoa from its family of brands, including Tully’s Coffee®, Green Mountain Coffee®, Newman’s Own® Organics coffee and Timothy’s World Coffee®. The Keurig business unit is a pioneer and leading manufacturer of gourmet single-cup brewing systems. K-Cup® portion packs for Keurig® Single-Cup Brewers are produced by a variety of licensed roasters, including Green Mountain Coffee, Tully’s Coffee and Timothy’ s. GMCR supports local and global communities by offsetting 100% of its direct greenhouse gas emissions, investing in Fair Trade Certified™ coffee, and donating at least five percent of its pre-tax profits to social and environmental projects. Visit www.gmcr.com for more information.

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