1. Copy Platform
Client’s Name: Keurig Green Mountain
Written by: Christie E. Omodeo
Ad subject: Keurig
Ad problem: This beverage company needs to be viewed as the preferred brewer and beverage
choice available. They want people to choose them over competitors, by offering quality
products and a promise of the perfect beverage every single time with diverse options.
Product characteristics:
* Started as a small local company in Vermont and has expanded exponentially.
* Keurig carries a wide variety of beverage k-cup portion packs, such as coffees, hot
chocolates, Snapples, Lemonades, Teas, and soon, carbonated beverages.
* Keurig brewers and K-Cup portion packs are available in retail stores, online, and at
the local visitor center in Waterbury Vermont.
* The brewers are reasonably priced; the new Keurig 2.0 comes in a few different
versions starting at one-hundred and fifty dollars.
Advertising objective: Let the target market know there is variety in their coffee and beverages,
and flavors from different places.

2. Target market: Men and Women, ages 18-50, single or married, and families with children
and/or teenagers. Has a household income of 40,000 to 60,000+. Individuals that want
the capability of having a variety of fresh beverages and the choice to brew a single cup
or a pot of coffee. The commercial is to be broadcast nationally, as well as locally to
specific locations where Keurig Green Mountain facilities are located, i.e., Montreal
Quebec, Sumner Washington, Castroville California, Burlington Massachusetts, Windsor
Virginia, Knoxville Tennessee, Atlanta Georgia, and Vermont.
Competition: Nestle-Nescafe, Nespresso, Mr. Coffee, Hamilton Beach, Black and Decker, and
Cuisinart.
Statement of benefit or appeal:
* The beverage is always fresh.
* Can brew the perfect beverage at home.
Creative theme or slogan for ad campaign:
“A single cup can take you anywhere.”
Supportive selling points:
* Ability to brew a single cup or a pot of coffee.
* Keurig carries a wide selection of beverages. Nearly four-hundred varieties.
* Easy to use.

3. Television Script: A single cup can take you anywhere
Client’s Name: Keurig Green Mountain
Written by: Christie E. Omodeo
Length: 60 seconds
Video
1. WS of a womanplacinga k-cup intoa Keurig
brewer.
2. CU of the islandcoconutlabel.
3. MS TIME LAPSE-Coffee beingbrewed
4. MS of womanbringingthe mugto herlips
and takinga sip,thenclosinghereyeswitha
contentlookonher face.
5. DISSOLVEto WS of the womanon a tropical
islandwithacoconut inher handlooking
around.FADE OUT.
6. CU FADE IN of a man insertingaSugar Bush
Maple k-cupintothe brewer.
7. MS TIME LAPSEof a beverage beingbrewed
and himtakinga sip.
8. DISSOLVEto WS to the manon top of a Sugar
Bushslope ineithersnowboardingorskiing
gear.
Audio
SFX:TRANSITION SOUND
SFX:TRANSITION SOUND
SFX:TRANSITION SOUND
SFX:TRANSITION SOUND
SFX:TRANSITION SOUND
SFX:TRANSITION SOUND
SFX:TRANSITION SOUND
SFX:TRANSITION SOUND

4. Some otherpeople aroundskiingand
snowboarding.FADEOUT.
9. CU FADE IN of a teenager(around18)
insertingRainforestespressointothe brewer.
10. MS TIME LAPSE of beverage beingbrewed
and teenagertakingasip.
11. DISSOLVEto WS of teenagerina rainforest.
Dense forestwithtreesandplants,with
animals.
12. CUT to an image withacombinationof the
themes(island,Rainforest,
mountain/snowboarding)withthe company
logocenteredinfrontof the image.The words,
“A single cupcan take youanywhere,”
underneath the logoinlarge lettering.
SFX:TRANSITION SOUND
SFX:TRANSITION SOUND
SFX:TRANSITION SOUND
ANNOUNCER:KEURIG GREEN MOUNTAIN.A
SINGLE CUP CAN TAKE YOU ANYWHERE!

5. Radio Script:
Client’s Name: Keurig Green Mountain
Written by: Christie E. Omodeo
Length: 60 seconds
SFX
MAN
WOMAN
MAN
WOMAN
MAN
SFX
WOMAN
MAN
WOMAN
COFFEE BEING BREWED
What are you making?
Some coffee… Want some?
What kind? Breakfast blend?
No—Hawaiian blend.
(APPREHENSIVELY) Hawaiian blend?
COFFEE BEING SIPPED.
Mmmm.Yes--I like tasting flavors from
different places.
I’ve always been a classic coffee kind of guy.
Are there many flavors?
(EXCITEDLY) Oh yes! I love k-cup portion
packs because I can brew a Hawaiian Blend
for my first cup--when I’m ready for my
second cup--I can brew an Italian roast--or
whatever else I want. I’m not stuck with a
whole pot of one kind of coffee.

6. MAN
ANNOUNCER
SFX
(IMPRESSED) Wow! I’ll take a cup of what
you’re having.
Keurig Green Mountain—A single cup can
take you anywhere.
SEAGULLS SQUAWKING,WAVESCRASHINGTO
SHORE.

7. Conceptart for the TelevisionComercial.
(The logowouldbe largerinthe advertisement,andbe setupto stand outmore,as well asthe sale
slogan.)
Ending commercial image.