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Luzianne Coffee was on a mission to make the world less bitter. To launch their new coffee, we developed an integrated campaign and developed EndBitterness.com as an opportunity for consumer involvement in the mission to make the world less bitter. The site offers product information, coupons to promote trial and awareness, tools such as screensavers, downloadable posters and a widget that provides daily tips on ways to make the world less bitter. Site visitors can also enter their own tips. EndBitterness.com also pays off the brand position by allowing consumers to vote for one of six organizations that are making the world less bitter to receive up to $50,000 from Luzianne Coffee. To promote frequency and site interaction, visitors are allowed to vote daily and are encouraged to suggest the site to their friends. Buttons were provided to the six selected organizations so they could promote the site.

Credits
Client: Luzianne Coffee
My Role: Designer
Agency: Peter Mayer