Fair Trade means contributing to a better quality of life for farmers and great quality coffee for the consumer.


what we did

With consumer awareness of fair trade only at 34%, Cone created an authentic and powerful campaign to educate the American consumer about the link between quality of coffee for consumers and quality of life for coffee farmers. The result: the Green Mountain Coffee® brand’s fair trade month concert series, working with two celebrity musicians, to raise the volume on fair trade.



  • Increased sales of fair trade Green Mountain Coffee® products significantly during the campaign

  • Generated mass awareness of Green Mountain brand and fair trade reaching more than 300 million people about the benefits of fair trade, including an exclusive with The New York Times to kick-off Fair Trade month (“This Wake-Up Cup is Fair Trade Certified”

  • Helped hundreds of small-scale farmers earn extra income and invest in community development such as healthcare and education