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Laughing Man Coffee and Hugh Jackman Launch ‘Make Every Cup Count’ Campaign

WATERBURY, Vt. — Laughing Man Coffee today announced a brand refresh and new marketing campaign, “Make Every Cup Count,” to celebrate its mission to deliver premium coffee and give back to the farmers who produce it. Anchored by the national marketing campaign, Laughing Man Coffee has unveiled an updated logo, revamped brand packaging, a new recyclable pod format, and expanded availability and varieties. In celebration of the campaign launch, for 30 days beginning March 12, every purchase of bag coffee and pods will result in a double donation to the Laughing Man Foundation and its efforts to support coffee-growing communities around the world.

Laughing Man Coffee, part of the Keurig Green Mountain, Inc. (Keurig) family of brands, was founded in 2011 by award-winning actor Hugh Jackman following a trip to Ethiopia where he met a young coffee farmer named Dukale. Inspired by his perseverance and unwavering optimism, Jackman launched Laughing Man Coffee to help improve the lives of coffee farmers, like Dukale. Jackman contributes 100% of his profits to the Laughing Man Foundation, an organization he created to support coffee farming communities and deploy programs that clear the way to health, growth and success for coffee farmers and their families. Investments are made in community-based programs, such as infrastructure, education and housing programs to complement the Fair Trade premium that farmers receive.

“By creating Laughing Man Coffee, I saw an opportunity to make a difference in the world with exceptional coffee,” said Hugh Jackman, co-founder, Laughing Man Coffee and the Laughing Man Foundation. “Every person has the power to make a difference, and it can be as simple as supporting products like Laughing Man Coffee that also give back, are Fair Trade Certified™ and have a mission to make the world a better place.”

Jackman will introduce the new brand look and announce the double-donation commitment today at South by Southwest during a special Q&A titled, How Social Entrepreneurs Are Inspiring Change, moderated by fellow social entrepreneur and co-founder and CEO of Global Citizen, Hugh Evans. Jackman will share insight into the cross-section of social good and market forces, as well as the inspiration behind Laughing Man Coffee, and how the brand brings to life the motto ‘Make Every Cup Count’ through its support of coffee farming communities around the world.

As part of a continued commitment to sustainability, all Laughing Man Coffee pods in new packaging are made with polypropylene #5 plastic, which is widely recyclable curbside throughout North America. In addition to recyclable K-Cup pods, consumers can now purchase the brand in ground bagged coffee at a number of retail stores nationwide, including a new launch at Target, and at LaughingManCoffee.com. Consumers can also visit the Laughing Man Cafés, located at 184 Duane Street and 1 North End Avenue in New York City.

“Consumers’ coffee tastes are evolving and there is an increasing desire for distinct, super-premium coffee, like Laughing Man Coffee, across a number of formats,” said Scott Moffitt, Chief Brand and Beverage Officer at Keurig. “We are proud to not only expand the availability and varieties of Laughing Man Coffee, but also to increase our support of the farmers around the world who make our coffee.”

The new ‘Make Every Cup Count’ campaign features retail activations, digital advertising, a national public relations campaign, social media amplification and an inspiring digital video series. Created with Red Tettemer O’Connell + Partners and launching March 12, the series follows Jackman as he travels to Huila, Colombia to meet with coffee farmers and their families and see the impact of the communities benefiting from the programs funded by the Laughing Man Foundation. The marquee video entitled “Anthem” features “Better Way” by award-winning singer-songwriter, Ben Harper.

All four varieties of Laughing Man Coffee are made from premium 100% Fair Trade Certified Arabica coffee that is carefully harvested by hand.

Medium roasted, Hugh’s Blend highlights contrasting, yet complementary notes of tart green apple and toasted graham cracker. Dukale’s Blend is a medium roast coffee that is a tribute to Dukale – a man whose perseverance and unwavering optimism were the inspirational spark that started Laughing Man Coffee. Colombia Huila is a dark roast single origin variety grown and harvested by the very farmers that are featured alongside Jackman in the new Laughing Man Coffee videos. Ethiopia Sidama is a lightly roasted aromatic single-origin coffee, featuring bright citrus notes of bergamot and lime.

To learn more about Laughing Man Coffee visit laughingmancoffee.com. To learn more about the Laughing Man Foundation and its commitment to bettering the lives of coffee farmers, visit laughingmanfoundation.org

About Hugh Jackman

Hugh Jackman is an Academy Award-nominated, Golden Globe- and Tony Award-winning performer who has made an impression on audiences of all ages with his multi-faceted career. From his award-winning turn on Broadway, to his final performance as Wolverine in the critically acclaimed “LOGAN”, Jackman has proven to be one of the most versatile actors of our time. Most recently, and continuing now in theaters, Jackman can be seen as the infamous PT Barnum, in “The Greatest Showman” and in fall 2018, he will appear as former Senator Gary Hart in the Jason Reitman directed film, “Frontrunner”.

In 2009, Jackman traveled to Ethiopia to visit a community development project and met a young coffee farmer named Dukale, working to lift his family out of poverty. Inspired by Dukale’s story, Jackman launched Laughing Man Coffee in 2011 to provide a marketplace for farmers in developing countries to sell their goods to consumers in the U.S. As part of his ongoing commitment, Hugh contributes 100% of his profits to the Laughing Man Foundation, which he created to support educational programs, community development and social entrepreneurs around the world.

About Keurig Green Mountain, Inc.

Keurig Green Mountain, Inc. (Keurig) is a leader in specialty coffee and innovative single serve brewing systems. Committed to delivering exceptional coffee for more than 35 years, today our Keurig coffee makers and single serve hot beverages are in more than 20 million homes and offices throughout North America. In under a minute, Keurig brewers consistently and conveniently deliver a fresh-brewed, great tasting cup with just the push of a button. As a testament to that quality, more than 50 leading global coffee, tea and cocoa brands have partnered with Keurig, joining beloved owned brands like Green Mountain Coffee and The Original Donut Shop coffee to offer consumers vast personal choice from 500+ varieties. As a company founded on social responsibility, Keurig is committed to using the power of business to brew a better world through our work to build resilient supply chains, sustainable products, and thriving communities. For more information, visit www.keuriggreenmountain.com, and to purchase Keurig products visit www.keurig.com or www.keurig.ca.

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