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Caribou Coffee
Breakfast with Benefits

RAN IN: United States

CLIENT
Caribou Coffee

Alfredo Martel - SVP, Mktg. & Product Mgmt.
Sarah Townes - Director, Brand Comm.

AGENCY
Colle+McVoy *Lead Agency

Ed Bennett - Director, Design
Mike Caugin - Executive Creative Director
Ben Clymer - Designer
Lee Hansen - Copy Writer
Eric Husband - Group Creative Director
Stacy Janicki - Director, Acct. Mgmt.
Kerry Moore - Sr. Contact Planner
Jenny Stoltenow - Acct. Supervisor


Exponent PR


SUMMARY

Caribou Coffee, the second largest premium coffee house in the United States, launched Daybreaker breakfast sandwiches in January 2011 to help drive incremental sales while better positioning itself from behemoth competitors like Starbucks and McDonalds. Caribou Coffees personality and Daybreakers premium, wholesome ingredients provided a platform for differentiation. We utilized high-impact, buzz-worthy creative to stretch our scrappy media budget while reinforcing Caribous unique, fun brand personality. Despite being outspent by millions of dollars, Daybreakers became the most successful new product launch in Caribou Coffees history.

CASE STUDY

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CASE VIDEO


Hero Medium: OOH

Medium Featured On Video: TV, Interactive, OOH, PR, Guerrilla, Events

Audience: New Audience, Women, Brand Influencers

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: Local, National

Language: English