Havas Worldwide New York launched a new spot for Keurig, highlighting the brand’s partnership with Hugh Jackman‘s Laughing Man coffee company.
Jackman tells the origin story of Laughing Man, the company he launched “to bring distinctive products to market while supporting individual producers and the growth of local communities” in the 60-second spot, “The Cup Half Full.” He explains how the company emerged after he and his wife met an Ethiopian coffee grower while traveling to the country and promised to help, before announcing that the coffee is now available in bastardized K-Cup form. The company donates all its profits to charity, so the partnership with Keurig could actually help spread some good, thus the focus on the product as “a cup of pure optimism.”
Given his enthusiasm for the endeavor, Jackman was quick to agree to appear in the series of ads. “Before we even had to ask, they said Hugh Jackman was on board,” Tim Maleeny, chief strategy officer at Havas, New York, told Adweek.
“This is really a marriage of three brands,” explained Havas account manager Laure Ayel. “It’s Hugh Jackman himself, Keurig and a virtually unknown brand in Laughing Man.”
As Adweek points out, the feel-good effort is a calculated move for Keurig, designed to steer the conversation away from the environmental impact of its disposable products. For Laughing Man, the partnership is a mixed bag, undoubtedly allowing the company to generate more revenue that will ultimately go toward charitable purposes while also muddying its idealistic business model with Keurig’s environmentally detrimental practices. The product, currently only available online, is slated for a retail release in the fall, accompanied by a larger media buy. READ MORE