Dive Brief:
- Green Mountain Coffee Roasters Inc. — the once-tiny company that changed the coffee world when it teamed with the startup that created the Keurig single-cup brewer — wants to change its name.
- The company is asking shareholders to approve a proposal to re-brand the Vermont-based company as Keurig Green Mountain.
- Green Mountain bought out Boston-based Keurig in 2006 after years of working together.
Dive Insight:
This has to be one of the most obvious moves in the history of marketing. In fact, we were surprised to learn that Green Mountain hadn't changed its name already. Brian Kelley, the ex-Coca-Cola executive who took the helm at Green Mountain a year ago, told the Wall Street Journal that "not having Keurig in the name just didn't make sense." We, and probably everybody else on earth, have to agree.