Caribou coffee final 042010

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.