George Clooney, Brad Pitt…and now, Dua Lipa. Coffee brands tend to go for big name ambassadors. Green Mountain Coffee Roasters has a green goat.
Bruce is the brand’s new talking mascot in a campaign, that uses humour, approachability and no fancy celebrity ambassador to make Green Mountain Coffee Roasters stand out. The campaign was created by KDPOne, the brand’s specialist Publicis Groupe collective made up of Digitas, Connect at Publicis Media, Mars United Commerce and MSL.
The US campaign will run on connected TV, mobile and desktop devices around lifestyle and entertainment content. It extends that farm-grown coffee brand’s Great Coffee Without the Grind brand platform that launched in December 2025.
Digitas green goat Green Mountain Coffee RoastersGreen Mountain Coffee Roasters goatKDPOne Green Mountain Coffee Roasters goat
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