Taras Kennedy | Copy / Content / Ideas
General Foods International Coffee
Curriculum Vitae

Screenshot of General Foods International Coffee site

THIS BRAND OF FLAVOURED INSTANT COFFEE has a cult-like following in the United States. Consumer research showed that loyal consumers actually seek each other out to share their experiences with the product.

We seized on this insight by creating a site that could act as a virtual community for users to trade recipe ideas, serving suggestions, and even ingenious uses for the empty coffee tins.

Agency: Arc Worldwide
My Role: Design Director, Copywriter