Capeltic Campaign Story
Capletic Coffee is a fair-trade and organic coffee company that is looking to make the push into the Northeast United States and spread throughout. This means that they make sure that a fair price is paid for the coffee so that the people responsible for making the coffee are in turn paid a fair wage. Too often are the beans bought from larger companies at an unfair price because they buy in bulk at the cheapest they can. This practice leaves the hard-working people in Mexico short who work day in day out to provide us with the coffee we enjoy. Our client will be traveling into the mountains of Mexico this week to interview some of the families that are working to bring their product to life. We will be given insight on the lives of these people and how they are affected by the industry. There are many whose parents or grandparents worked really hard in the fields so that their kids could go to college. To repay them they studied agriculture so that they may return with their knowledge to make a more refined product.
I will go more into detail as to what fair trade means. The dictionary definition of fair-trade is “a trading partnership, based on dialogue, transparency and respect, that seeks greater equity in international trade. It contributes to sustainable development by offering better trading conditions to, and securing the rights of, marginalized producers and workers – especially in the South.” This makes Capeltic pretty special, however, it is not the only thing. While being conscious of those who are responsible for making the coffee. It is also of the earth and for the earth. Fully organic, no preservatives and no pesticides are involved in the production of Capeltic coffee, (which in English translates to our coffee). In addition to the coffee being completely organic, the cup and the packaging are completely biodegradable. In a world that is shifting towards conscious consumerism these kinds of companies will storm the fore front of consumers minds, hearts and hopefully wallets. Not only do they care about the people making them but also about the environment.
This particular campaign we are in the middle of currently so there are not many finished products to be shown. However, I was lucky enough to be able to interview one of our incredibly talented art directors and get her insight on advertising and what drew her to this field of study.
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