San Francisco Bay Coffee has just launched a new campaign reinforcing the brand's commitment to saving the earth through compostable coffee pods.
The initiative, "One Small Sip For a Better Tomorrow," was helmed by the brand's newly-appointed creative and media agency, Cutwater.
Leading the campaign off was a cute 2D-animated spot featuring the brand's compostable OneCUP coffee pods. The campaign also features several animated social media videos.
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The commercial was directed by duo Remus & Kiki, produced and animated by Psyop and Wizz, and features music, and sound design by creative audio studio Antfood.
In a statement, Cutwater founder and COO Chuck McBride called San Francisco Bay Coffee a "David in a category of Goliaths," referring to the brand's strong adherence to its core values.
"In addition to great tasting coffee, they innovate toward a better tomorrow. So if we want to make these great leaps of change, all it now takes is one small sip."
He also noted that the animation meant to offset the seriousness of the topic, giving the spot a touch of cheer.
Meanwhile, San Francisco Bay Coffee Marketing Director Jennifer Greenberg highlighted the campaign's significance in the brand's overall evolution:
"This effort signals our very first ad campaign, a big moment in our brand evolution.”
"In partnership with Cutwater, we developed a vast content library to help drive brand awareness and share our ongoing mission to provide great tasting coffee while also maintaining a focus on sustainability.”
The campaign runs across both paid and owned channels, including video, social, digital display, audio, OOH, e-commerce, and search.
Compost to Save the Planet
A 30-second spot opens with a woman and her husband each drinking a cup of coffee in the morning, as plastic coffee pods pour out of their cups to symbolize the growing amount of waste generated by the pod industry.
As a narrator tells the audience about how 80 million plastic coffee pods go into landfills daily, an office worker drinking coffee suddenly finds his entire cubicle flooded with pods.
Similarly, a man driving down the street with coffee in hand crashes into a fire hydrant due to plastic coffee pods blocking his view.
The ad ends on a hopeful note, showing a woman enjoying her coffee made with San Francisco Bay Coffee’s compostable pods, underscoring the ease of making a sustainable choice.
Last week, Community Coffee celebrated its roots with a generation-spanning campaign helmed by TMA.
