Transcript
CARIBOU ICED COFFEE.WHAT’S YOUR BECAUSE.
Integrated Marketing Campaign to launch Caribou Iced Coffee
We think Caribou Iced Coffee is so good, you don’t need a reason to drink it.
But if you do need a reason…
we have plenty.
Caribou Iced Coffee
Because-isms
Concept: clever, short, "because-isms" that give people reasons to drink Caribou Iced Coffee - from a refreshment side, an energy side, and a hip-factor side. Because-isms will reinforce that Caribou Iced Coffee is a lifestyle drink for those who live on the edge and seize the day. It’s for guys in-the-know, the guy that every guy wants to be.
Caribou Iced Coffee
Caribou Iced Coffee
Campaign target consumer• Multi-cultural men• 18-30• Living in or near a large city• At least some college education• Active and social• Tech-savvy• Culturally and socially aware• Sense of style • Community-minded and eco-conscious• Health and image conscious• Professional• Urban and outdoorsy
Caribou Iced Coffee
Campaign target markets:• Austin• Boston • Chicago • Denver • New York• Philadelphia • San Diego• San Francisco • Seattle • Washington, DC
PLUS: Sampling initiatives on Big Ten College Campuses
Caribou Iced Coffee
Out of home advertising campaignAds on public transportation: Subway/Train Platforms and Interiors
Caribou Iced Coffee
Out of home advertising campaignPublic transportation: placement on bus shelters and bus wraps
Caribou Iced Coffee
Out of home advertising campaignPublic transportation: placement on Billboards over highways and major roads
Caribou Iced Coffee
Out of home advertising campaignAdvertising in the Gym
Caribou Iced Coffee
Out of home advertising campaignAdvertising in the Restroom of Bars/Clubs
Caribou Iced Coffee
Campaign sampling initiatives
Caribou Iced Coffee
Campaign sampling initiativesPass out samples at street fests and fairs. Event-specific advertising.
Caribou Iced Coffee
Campaign sampling initiativesSampling and POP displays at outdoor equipment retailers, such as REI, North Face, Patagonia.
Caribou Iced Coffee
Online campaign Banner ads throughout sports-related Web sites, such as ESPN.com, FoxSports.com, plus ads ads on humor Web sites (CollegeHumor.com, FunnyorDie.com)
Caribou Iced Coffee
Caribou Iced Coffee
Commercials
Caribou Iced Coffee
Commercials
Caribou Iced Coffee
User-Generated
Why Because-isms?
Because it’s flexible
Because it limitless.
Because its fun and engaging.
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