USP: Peets is the only coffee that is 100% responsibly resourced.

Strategy: The appeal is to the educated buyer's desire to make choices that are good for the environment. The headlines uses an euphemism that is a call for awareness while being literal reference to the product. The animated cinema graph shows the coffee in the cup releasing a continuous gentle, swirling steam and the cup is positioned in a rain forest to illustrate the natural integration of the product into the environment.

Creative Quarterly 74 - Runner-Up