As Keurig Dr Pepper readies a corporate break-up, its mainstream coffee brand is betting a farm-raised goat named Bruce can make quality feel approachable.
Green Mountain Coffee Roasters has launched a campaign built around a new mascot — a mountain goat named Bruce — as parent company Keurig Dr Pepper navigates one of the more consequential moments in its corporate history.
The campaign, called “That’s Green Mountain Good,” debuted April 20 and was developed by KDPOne, a bespoke unit assembled by Publicis Groupe drawing on Digitas, Connect at Publicis Media, Mars United Commerce and MSL. In the lead 30-second spot, Bruce appears at a coffee drinker’s kitchen window and explains, in the manner of an earnest farm ambassador, that her brew contains beans “carefully selected, expertly roasted and harvested at peak ripeness by hard-working farmers back on my home mountain.”
The campaign runs across connected TV, mobile and desktop, targeted around lifestyle and entertainment content.
The decision to lead with a fictional goat rather than a celebrity or a real farmer was deliberate. Farm-grown provenance is well-trodden territory in coffee marketing — Nespresso has George Clooney, and the Colombian Coffee Federation spent decades building the Juan Valdez character — and the brand wanted a different register.
“We’re not Nespresso. We’re not going to bring George Clooney and be fancy pants,” said Nat Resende, executive vice president and executive creative director at Digitas. “We wanted to be in our own lane and be more approachable. With Bruce and the humor, we are able to be distinct in a category that is surrounded by premium without approachability.”
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For Green Mountain, the campaign represents a deliberate return to origin. The brand’s previous positioning, described internally as “packed with goodness,” was felt to understate the agricultural effort behind each cup.
“We wanted to return more decisively to our roots — into a space we call farm-grown goodness,” said Becky Opdyke, senior vice president of coffee marketing at Keurig Dr Pepper. “We wanted to better recognize how much effort goes into a cup of coffee, and that that effort starts all the way back at the farm.”
The work was filmed on a Green Mountain partner farm in Colombia — a detail that carries personal weight for Resende, who grew up on a coffee farm in Brazil. “Before I was drinking milk, they were giving me tablespoons of coffee,” she said. “For five generations of my family, we have the obligatory picture of us as one-year-olds sitting in a pile of drying coffee. Coffee is in my DNA.”
The new campaign follows Keurig’s “Great Coffee Without the Grind” brand platform, launched in December 2025, which the company said exceeded its targets on brand attention and return on ad spend. Where that effort was aimed at bringing new customers into the Keurig system, “That’s Green Mountain Good” is designed to deepen engagement among existing drinkers and communicate quality within it.
Both campaigns are unfolding against significant corporate change. KDP is preparing to separate its beverage and coffee businesses into two independent companies following its $18 billion acquisition of JDE Peet’s. The company’s US coffee segment posted revenue growth of nearly 4% in the fourth quarter, though operating income declined amid cost pressures.
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“The corporate landscape may be changing, but we are getting a wonderful portfolio of brands that play across many different occasions and types of consumers,” Opdyke said. “Green Mountain plays a wonderful role in the mainstream coffee space — and we’re actually seeing growth in our bags of Green Mountain at the moment, so the brand is multidimensional.”
Digitas is also working on a forthcoming campaign for KDP’s Donut Shop Coffee brand, which the company describes as having a more youthful and energetic profile. Each brand in the portfolio is being positioned with a distinct identity and audience in mind.