Caribou coffee final 042010

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  • Ads on public transportation in cities with high numbers of mass transit riders (Boston, Chicago, New York, Philadelphia, San Francisco, Washington DC). Placement on bus shelters, subway platforms, bus wraps and train car interiors
  • In all cities, street teams will pass out samples of Caribou Iced Coffee during the morning commute hours and at lunchtime.To hit the younger end of the target demographic, sampling initiatives on college campuses, and advertisements in college newspapers
  • Social MediaTwitter stream: Tweet out “Because-isms” of locations of where free samples are being passed out, where Caribou-sponsored events are happening.
  • Create a series of humorous online ads to be placed on the Caribou Website, as well as YouTube. The theme of the ads is that if you don't stay away for life, you'll miss out on amazing opportunities.  Ex: Two friends are playing basketball in the afternoon. One guy goes home to take a nap, while the other is drinking a Caribou Iced Coffee. Cut to the evening a few hours later, the time shows 11 p.m. and the napping guy is just waking up. Cut to his friend who is at a big house party.    Create a series of humorous online ads to be placed on the Caribou Website, as well as YouTube. The theme of the ads is that if you don't stay away for life, you'll miss out on amazing opportunities.  Ex: Two friends are playing basketball in the afternoon. One guy goes home to take a nap, while the other is drinking a Caribou Iced Coffee. Cut to the evening a few hours later, the time shows 11 p.m. and the napping guy is just waking up. Cut to his friend who is at a big house party.  
  • Two guys are sitting next to each other on a plane ride. One guy is sleeping, while the other guy is drinking a Caribou Iced Coffee. The flight attendant flirts with the guy drinking the Caribou and offers him the chance to slip up into first class for the rest of the flight. Guy moves up to first class while the sleeping guy is cramped back in coach.
  • On Caribou’s Web site, users can create their own e-cards with their own because-isms to send to friends (similar concept to someecards.com). Users can also submit their own “because-isms” which will be featured on the Web site and re-tweeted via twitter.
  • The because-ismconcept works in print, online, video, event marketing and viral. This allows for consistency across all advertising and marketing efforts. There are millions of because-isms that can be created, which will allow for the campaign to change and stay relevant. It’s friendly and invites consumers to participate.

Transcript

  • 1. CARIBOU ICED COFFEE.WHAT’S YOUR BECAUSE.
    Integrated Marketing Campaign to launch Caribou Iced Coffee
  • 2. We think Caribou Iced Coffee is so good,
    you don’t need a reason to drink it.
  • 3. But if you do need a reason…
    we have plenty.
  • 4. Caribou Iced Coffee
  • 5. 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
  • 6. Campaign target consumer
    • Multi-cultural men
    • 7. 18-30
    • 8. Living in or near a large city
    • 9. At least some college education
    • 10. Active and social
    • 11. Tech-savvy
    • 12. Culturally and socially aware
    • 13. Sense of style
    • 14. Community-minded and eco-conscious
    • 15. Health and image conscious
    • 16. Professional
    • 17. Urban and outdoorsy
     
    Caribou Iced Coffee
  • 18. Campaign target markets:
     
    PLUS: Sampling initiatives on
    Big Ten College Campuses
    Caribou Iced Coffee
  • 28. Out of home advertising campaign
    Ads on public transportation: Subway/Train Platforms and Interiors
     
     
     
     
     
     
     
     
     
    Caribou Iced Coffee
  • 29. Out of home advertising campaign
    Public transportation: placement on bus shelters and bus wraps
     
     
     
     
     
     
     
     
     
    Caribou Iced Coffee
  • 30. Out of home advertising campaign
    Public transportation: placement on Billboards over highways and major roads
    Caribou Iced Coffee
  • 31. Out of home advertising campaign
    Advertising in the Gym
    Caribou Iced Coffee
  • 32. Out of home advertising campaign
    Advertising in the Restroom of Bars/Clubs
    Caribou Iced Coffee
  • 33. Campaign sampling initiatives
     
    Caribou Iced Coffee
  • 34. Campaign sampling initiatives
    Pass out samples at street fests and fairs.
    Event-specific advertising.
    Caribou Iced Coffee
  • 35. Campaign sampling initiatives
    Sampling and POP displays at outdoor equipment retailers, such as REI, North Face, Patagonia.
    Caribou Iced Coffee
  • 36. 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
  • 37. Caribou Iced Coffee
  • 38. Commercials
     
      
    Caribou Iced Coffee
  • 39. Commercials
     
     
     
    Caribou Iced Coffee
  • 40. User-Generated
     
     
     
    Caribou Iced Coffee
  • 41. Why Because-isms?
    Because it’s flexible
    Because it limitless.
    Because its fun and engaging.