Caribou Coffee digital ad presentaion

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This is a presentation made for a class project where we needed to base a campaign on digital media.

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  • Caribou Coffee digital ad presentaion

    1. 1. Summer Drinks
    2. 2. Goals Short Term Increase sales through product awareness Long Term Establish Caribou as the “first choice” meeting place Brand extension (positive first time brand experience)
    3. 3. Audience Primary Women ages 25-40 Busy women Mothers Secondary Teens ages 14-19 Challenge societal norms
    4. 4. Insights Busy Women Full-schedule Broken school routine Formal impromptu social connection Teens Independent Rebellious
    5. 5. Strategy Statement Escape and Connect
    6. 6. Mood Board
    7. 7. User Flow Facebook Outdoor In-Store Outdoor MicroSite In-Store
    8. 8. Creative Cool Beans
    9. 9. Tag lines Cool-Down with Caribou Caribou Cool-Downs Cool-Down and Catch-up Stay Cool with Caribou (teens)
    10. 10. Micro Site CaribouCoffee.com/CoolDowns Brand Relationship Informal social connection Positive first experience Established reoccurrence
    11. 11. Info Architecture CaribouCoffee.com/CoolDowns Design an Invite My Calender Caribou Store Locator
    12. 12. Email Invite
    13. 13. Micro Site
    14. 14. In-store 25% off cool downs This summer caribou is making it easier to cool down and stay connected. To f i n d o u t h o w y o u a n d y o u r f r i e n d s can stay cool with our summer coolers and smoothies, and save 25% off in the process, go to www.cariboucoffee.com/cooldowns
    15. 15. Advertise Cool Down and Catch Up Take a break from your busy schedule with Caribou Coolers. This summer stay cool and connect with your friends at a Caribou near you. Like More Ads
    16. 16. Outdoor this summer, cool down with caribou.
    17. 17. Outdoor Viral
    18. 18. Umbrella-bous Minneapolis (200) St. Paul Baltimore Detroit Chicago (200) Charlotte Denver Columbus
    19. 19. Rebrand Opportunity Identified an opportunity for differentiation (hot vs. cold) Heightened appeal of cold drinks Use of Birdibou (social)
    20. 20. cool downs
    21. 21. Rebranding Indoor cool downs This summer caribou is making it easier to cool down and stay connected. To find out how you and your friends can stay cool with our summer coolers and smoothies, and save 25% off in the process go to www.cariboucoffee.com/cooldowns cool downs
    22. 22. Conclusion Identified our primary and secondary demographic desires Satisfied desires through executions Extended and strengthened brand loyalty
    23. 23. Thank You. Laura Deyo, Josh Witham, Kevin Hughes, Allison Coyle

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