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
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
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.
