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Caribou coffee final 042010

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Caribou coffee final 042010

  1. 1. CARIBOU ICED COFFEE.WHAT’S YOUR BECAUSE.<br />Integrated Marketing Campaign to launch Caribou Iced Coffee<br />
  2. 2. We think Caribou Iced Coffee is so good, <br />you don’t need a reason to drink it.<br />
  3. 3. But if you do need a reason…<br />we have plenty.<br />
  4. 4. Caribou Iced Coffee<br />
  5. 5. Because-isms<br />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. <br /> <br />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.<br /> <br /> <br />Caribou Iced Coffee<br />
  6. 6. Campaign target consumer<br /><ul><li>Multi-cultural men
  7. 7. 18-30
  8. 8. Living in or near a large city
  9. 9. At least some college education
  10. 10. Active and social
  11. 11. Tech-savvy
  12. 12. Culturally and socially aware
  13. 13. Sense of style
  14. 14. Community-minded and eco-conscious
  15. 15. Health and image conscious
  16. 16. Professional
  17. 17. Urban and outdoorsy</li></ul> <br />Caribou Iced Coffee<br />
  18. 18. Campaign target markets:<br /><ul><li>Austin
  19. 19. Boston
  20. 20. Chicago
  21. 21. Denver
  22. 22. New York
  23. 23. Philadelphia 
  24. 24. San Diego
  25. 25. San Francisco
  26. 26. Seattle
  27. 27. Washington, DC </li></ul> <br />PLUS: Sampling initiatives on <br />Big Ten College Campuses<br /> Caribou Iced Coffee<br />
  28. 28. Out of home advertising campaign<br />Ads on public transportation: Subway/Train Platforms and Interiors<br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br />Caribou Iced Coffee<br />
  29. 29. Out of home advertising campaign<br />Public transportation: placement on bus shelters and bus wraps<br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br />Caribou Iced Coffee<br />
  30. 30. Out of home advertising campaign<br />Public transportation: placement on Billboards over highways and major roads<br />Caribou Iced Coffee<br />
  31. 31. Out of home advertising campaign<br />Advertising in the Gym<br />Caribou Iced Coffee<br />
  32. 32. Out of home advertising campaign<br />Advertising in the Restroom of Bars/Clubs<br />Caribou Iced Coffee<br />
  33. 33. Campaign sampling initiatives<br /> <br />Caribou Iced Coffee<br />
  34. 34. Campaign sampling initiatives<br />Pass out samples at street fests and fairs. <br />Event-specific advertising.<br />Caribou Iced Coffee<br />
  35. 35. Campaign sampling initiatives<br />Sampling and POP displays at outdoor equipment retailers, such as REI, North Face, Patagonia.<br />Caribou Iced Coffee<br />
  36. 36. Online campaign<br /> Banner ads throughout sports-related Web sites, such as ESPN.com, FoxSports.com, plus ads ads on humor Web sites(CollegeHumor.com, FunnyorDie.com)<br />Caribou Iced Coffee<br />
  37. 37. Caribou Iced Coffee<br />
  38. 38. Commercials<br /> <br />  <br />Caribou Iced Coffee<br />
  39. 39. Commercials<br /> <br /> <br /> <br />Caribou Iced Coffee<br />
  40. 40. User-Generated<br /> <br /> <br /> <br />Caribou Iced Coffee<br />
  41. 41. Why Because-isms?<br />Because it’s flexible<br />Because it limitless.<br />Because its fun and engaging.<br />

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