READING, MA: Keurig, a wholly-owned subsidiary of Green Mountain Coffee Roasters (GMCR), selected Massachusetts-based Gear Communications as its AOR, following an RFP process that began early this year.
During the review, PRWeek reported that incumbent MSLGroup – the agency came on board in February 2010 as the brand's first PR AOR – was participating in the review alongside seven other agencies located in various US regions.
At that time, Chris Stevens, VP of corporate relations at Keurig, attributed the review to fast growth and the desire to make sure the team has the “latest and greatest thinking that's out there from a PR standpoint.”
GMCR recently announced a partnership with the ubiquitous Starbucks, securing a relationship for the manufacturing, marketing, distribution, and sale of Starbucks and Tazo tea branded K-Cup portion packs for use in the Keurig Single-Cup brewing system. The products are slated for grocery shelves in the fall.
Keurig did not immediately return a request for comment.