Web Exclusive: More on Green Mountain
The merchandise selling copy is warm, conversational and persuasive, though it could be edited more tightly for a quicker read. The copy has a sense of authority, which works well in describing The Fair Trade Organics certification as well as the various coffee origins and the global networking of Green Mountain Coffee Roasters.
The community-friendly statements on the left side of each spread are informative and brand sensitive. Testimonials throughout the catalog are believable and bring a sense of community involvement to the catalog.
A third copy style, seen on the back cover and pg. 7 regarding Café Express reads like an ad within a catalog, using bulleted text to tell the story. That style, with its sense of urgency and special offer, definitely works on the back cover but is jolting when part of a spread as on pgs. 6 and 7.
On pg. 36, Tom and Sally Hazelnut candies are listed for $7.99, but no ounces are given.
And on pg. 44, a reference to the Mighty Marshmallows brings the memory of campfire s’mores indoors. S’mores are graham crackers with chocolate and marshmallows. These are just the chocolate and marshmallow part — but no graham crackers.
Beyond coffee and coffee-related food products, the merchandise is unique, playing up the global positioning of the company from Indonesian masks to Zulugrass Necklaces. Cross referencing to the Web for more details on the Coffee Tours broadens the company’s offerings. Cross referencing products as it does on pgs. 37 and 44 is a great way to get double exposure for the mugs.
Photography and Styling
On the whole, the photographs showcase the products well, highlighting their features. I’m assuming the budget is tight and the collection of photographs is a collection of new and pick-up photography. Going forward, I’d suggest redesigning some spreads and reshooting some of the features with more attention paid to styling and dramatic lighting to showcase the food especially.