Caribou Coffee Globe/Donate Spinner/I Love You OOH Campaign

By Colle+McVoy

The Idea

Caribou Coffee needed to re-energize its brand and give consumers a reason to choose its brand experience over the competition. Our brand re-launch objectives included:
– Increase traffic (visits) to Caribou Coffee stores
– Translate the re-launch into an increase in sales
– Create a new sense of excitement and buzz about the brand
– Make the brand more meaningful to consumers and differentiate it from our more corporate competitors

Delivery of Work

The re-launch involved a truly integrated team of several designers, copywriters, strategists, account teams, producers and creative directors. Together, we evolved their tagline, "Life is short. Stay awake for it." from a purely caffeinated message to more of a seize-the-day mantra. From the coffee cups themselves to out-of-home ads, we reminded people that there truly is a lot to stay awake for. And a cup of good coffee sure helps. The campaign involved a lot of production detail. Almost all of the typography was created by hand and we worked carefully with production partners to create real-life globes, spinners, pictures of animals to adopt, etc. Out-of-home transit shelters made a lot of sense from a media perspective because we could target consumers who were near Caribou Coffee shops.

The Results

The brand re-launch was considered a success in every metric. The new 'Bou,' as Alfredo Martel, Caribou's senior vice president of marketing calls it, paid off with a 5.2% increase in same-store sales compared with a year earlier. Here are some more details:

- Caribou's most heavily supported media market, Caribou Coffee stole share from Starbucks with increased visits in the second quarter of 2010, compared to one year earlier, as Starbucks visits declined.

- After the rebranding launch, the net sales for second quarter 2010 were more than +9.4% over the same time, previous year.

- The rebranding helped drive Caribou Coffee's stock price up over +400% in 2010, outpacing the QSR industry in sales.

Credits

• Art Buyers

  • Chris Peters

• Art Directors

  • Nina Orezzoli

• Copywriters

  • Eric Husband
  • John Neerland

• Creative Directors

  • Ed Bennett
  • Eric Husband
  • Mike Caguin

• Graphic Designers

  • Anna Giacomini
  • Ed Bennett
  • Lindsey Aho

• Production

  • Brad Smith

Event Sponsors

Additional generous support provided by Lagunitas Brewing Comapny and The Fraternal Order of Eagles #34