This Coffee Brand Makes Robert Downey Jr Happy

For many coffee drinkers, the beverage is a source of daily enjoyment. happy™ Products is on a mission to elevate that delight with a touch of magic via thoughtfully sourced and expertly blended coffee. Founded by renowned entrepreneur Craig Dubitsky (original founding board member and investor in method®, co-founder of eos® and founder of hello® products) and Robert Downey Jr. (actor, producer, entrepreneur, philanthropist), happy™ launched on January 30. The brand quickly followed with the #happymonday social media campaign timed to the biggest football game of the year.

To convey its uniquely joyful brand voice, happy™ teamed with creative agency Superconductor and production company Magnetic Field for its launch campaign. Award-winning producer and filmmaker Joe Russo, also co-founder of Superconductor and Magnetic Field, served as executive creative director on the project, reuniting with Robert and helping production fully utilise the star’s comedic improv talents.

"Robert is a brilliant storyteller and collaborator, so we weren't precious about the scripts. Instead, we outlined premises and jumping off points and worked together to develop the ideas he was most excited about,” said Chris Adams, Superconductor chief creative officer. 

Following the debut of the ‘Word Association’ spot at launch, the #happymonday campaign kicked off with Robert offering to advocate for a day off to the bosses of football fans with the most compelling reasons to be excused from work on Monday, February 12. From February 2 through February 4, participants submitted their best excuses via Instagram and Twitter, with three ultimately chosen. The video conference interactions between the employee/boss pairs and a charmingly persuasive Robert were captured on February 8; the material was then edited and shared on #happymonday. 

To date, the #happymonday campaign has generated more than 25 million organic views and drove strong interest in the happy™ coffee. In the same window, the happy™ Products website received more than 29,000 visits.