Kicking Horse Coffee brand platform is an ode to the ‘hellbent’

Canadian roaster Kicking Horse Coffee is celebrating its 30-year anniversary with a new brand platform, “Here’s to the Hellbent.”

The platform celebrates those “hellbent” on doing things their way—and the coffee that fuels their ambitions. 

"Kicking Horse Coffee has always been for the ones who won’t do anything half-assed,” said Lori Hatcher, CMO at Kicking Horse Coffee, in a release. “‘Here's to the Hellbent’ is about recognizing our consumers who show up every day and go all in on the things that matter to them—who are just as hellbent as we are. That's always been our community."

In partnership with OneMethod and Super Proper, the campaign includes a 60-second spot, supported by social, national OOH, connected TV, digital and PR.

The spot heroes Canadians and is inspired by real stories from Kicking Horse Coffee drinkers, the brand said. Watch it below: