Coffee So Good, It's OK To Be Bad
DIRECTOR: MIKE GOLDBERG
WRITERS: HOWIE RONAY & MIKE GOLDBERG
PRODUCER: JOHN BENNETT
DP: DON STARNES
Cambio Roasters is the next generation coffee company whose focus is on great tasting coffee that gives back to the world in an unprecedented manner. From giving back 20% to its coffee farmers to using solar power to create compostable packaging that reduces landfill waste. The challenge for Cambio was how to gain traction in a crowded K Cup market. The strategy "Coffee So Good, It's OK To Be Bad" is designed to highlight both the taste and the good things Cambio does while giving permission to be a little mischievous which is right on brand. The campaign launched on Instagram and Facebook.