happy®

So what's Craig Dubitsky's formula for building brands and products people actually care about? Here's my 3-part simple-as-can-be take... 𝗛𝗲 𝗦𝘁𝗮𝗿𝘁𝘀 𝘄𝗶𝘁𝗵 𝗮 𝗦𝗶𝗺𝗽𝗹𝗲 𝗜𝗱𝗲𝗮 (𝘁𝗵𝗲 𝗶𝗻𝘀𝗶𝗴𝗵𝘁) The insights... Craig’s idea was simple: coffee should make people feel good, not just in the physical sense but emotionally too. He wanted to build a brand that wasn't just about caffeine but about creating a moment of happiness in every cup. 𝗛𝗲'𝘀 𝗦𝘁𝗲𝗮𝗱𝗳𝗮𝘀𝘁 𝗼𝗻 𝗯𝘂𝗶𝗹𝗱𝗶𝗻𝗴 𝗮 𝗛𝗮𝗽𝗽𝘆 𝗕𝗿𝗮𝗻𝗱 Craig understood that the key to any successful start-up was more than just a great product (although happy® is fckn delicious). It was about building a brand with a story that resonated. From the playful name to the vibrant packaging, every element of HAPPY Coffee was designed to create an experience that was inviting, cheerful, and above all, memorable. 𝗛𝗲 𝗸𝗻𝗼𝘄𝘀 𝘁𝗵𝗲 𝗜𝗺𝗽𝗼𝗿𝘁𝗮𝗻𝗰𝗲 𝗼𝗳 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝘁𝘆 Craig knew that coffee wasn’t just a beverage—it was a conversation starter, a ritual shared among friends, and a bridge to community. ✌️🍕 Watch my interview with him for Branders Magazine here. https://lnkd.in/epRbXDgy

New, now and happy® at Target. #letscoffee

It’s Brew Arrivals time at Target. #letscoffee https://lnkd.in/eTC9EbVx

Want to see Craig Dubitsky and Dan Gillison, CEO of NAMI talk about "emotional innovation" at SXSW? Vote for their fireside chat below.

“If you create something that makes someone smile and wonder, ‘Why didn’t anyone do this before?’ you can change the world.” 🌍✨ ~Craig Dubitsky 💡Discover the inspiring journey of Craig Dubitsky, founder of happy® in our latest cover story! 👉 https://lnkd.in/g-2kQue 🌟 From starting his entrepreneurial path at just 9 years old to teaming up with co-founder Robert Downey Jr., Craig’s story is one you won’t want to miss! Dive into Founders Inspiring Founders #35 issue. Gain access today! 📖 #EntrepreneursJourney #BrandersMagazine #Founders #ThisIsBranders #Branding #Strategy #Innovation #Design #Startups #Disrupters #Creators #Visionaries #TrailBlazers #Inspiring #Storytelling #Ventures

The Ad Age Small Agency Conference is a really inspiring and uplifting event. Egos are checked at the door, everyone supports each other, and you learn a few tips and tricks from super talented people that are trying to reinvent what it means to be an agency. Last night we were named Small Agency of the Year in the West, Gold at the Ad Age Small Agency Awards. So that made it even better. Thanks, Ad Age! And huge, massive, enormous thanks to all of the friends that helped us earn the honor. Like Craig Dubitsky, Robert Downey Jr. and Damon Grimes at happy® Josh D. Boone ⚡️🚙 , Jennifer Newman, and Margaret Mohr VELOZ / ElectricForAll.org Our super-talented creative collaborators Ted Kapusta, Ernest Lupinacci, Ron Schlessinger, Susan Alinsangan, Adam Bice, Reha Baydar, Shawn Coogan, Justin Moore, Christina Peirona-Bullard, and Liz Cartwright Senior Producer extraordinaire Carolyn Casey Strategists par excellence Alan Snitow and Rudi Rankin. Business development maven Kathy Findling Zinsli. Hillary Rogers at Magnetic Field. Anthony Russo, Joe Russo, Marian Koltai-Levine, Sophia Russo, Sarah Caruso, Ryan McNeely, Andy Williams, John Cranston, and Savanna Aghassian at AGBO. And of course, Justin Lin and Perfect Storm Entertainment. Thanks from Chris Adams, Allison Amon, Todd Makurath, and Andrew Tilles at Superconductor. And we can't wait to keep the momentum going with more great projects in 2025 and beyond.

We’re a small agency, but we’ve got big friends. And they help us do big things. Last night we were named Small Agency of the Year in the West, Gold at the Ad Age Small Agency Awards. Thanks, Ad Age! And huge, massive, enormous thanks to all of the friends that helped us earn the honor. Like Craig Dubitsky, Robert Downey Jr. and Damon Grimes at happy® Josh D. Boone ⚡️🚙, Jennifer Newman, and Margaret Mohr @veloz / ElectricForAll.org Our super-talented creative collaborators Ted Kapusta, Ernest Lupinacci, Ron Schlessinger, Susan Alinsangan, Adam Bice, Reha Baydar, Shawn Coogan, Justin Moore, Christina Peirona-Bullard, and Liz Cartwright Senior Producer extraordinaire Carolyn Casey. Strategists par excellence Alan Snitow and Rudi Rankin. Business Development maven Kathy Findling Zinsli. Hillary Rogers at Magnetic Field. Anthony Russo, Joe Russo, Marian Koltai-Levine, Sophia Russo, Sarah Caruso, Ryan McNeely, Andy Williams, John Cranston, Savanna Aghassian, and Jacob Ehrlich at AGBO And of course, Justin Lin and Perfect Storm Entertainment Thanks from myself, Allison Amon, Todd Makurath, and Andrew Tilles at Superconductor. And we can't wait to keep the momentum going with more great projects in 2025 and beyond.

the team here at happy® has been busy this year. thank you to Forbes happy® for a wonderful article showcasing our approach to making coffee, our wonderful growth, and our partnership with NAMI. https://lnkd.in/eP2FK9Ra

Cheers to happy® Coffee! Thanks for keeping us happily caffeinated throughout the day! ☕️😊 #ecrmrangeme

happy® Coffee Company is now 5 months old. By September it'll grow distribution to 50,000 points of distribution in the US. ✅ Walmart ✅ Kroger ✅ CVS ✅ Harris Teeter ✅ Hy-Vee Unbelievable growth. How are they pulling it off? Three factors: --- 1 / CEO Expertise Happy is captained by long-time brand operator Craig Dubitsky, ex-founder of Hello Products LLC and eos Products. Craig is one of the most well-respected entrepreneurs in all of CPG and has spent decades building relationships across the industry. "I love people" - Craig's famous tagline. And based on the partnerships outlined above...retailers love Craig. 2 / Product Design While I'm personally not a fan of this design aesthetic in coffee it's clear Happy Coffee is highly differentiated vs. the competitive set. Pattern interruption is KEY for new product discovery, and being 'different' is the single best way to accomplish this. Sure, it may resemble toothpaste or mouthwash...but that might actually work in this case. Further, Happy Coffee is positioned as a more sustainable alternative to traditional coffee using upcycled ingredients in production. 3 / Celebrity Backing Robert Downey Jr. joined as a co-founder / brand partner upon launch in January. His background as an advocate for sustainability and environmental initiatives matches the Happy Coffee brand well. --- Regardless, 50k points of distribution in year 1 is a daunting operational task to execute. Getting on-shelf is one thing. Selling through is an entirely different beast... #cpg #coffee #happy #growth H/t BevNET.com