November 12, 2009
Caribou Coffee will launch its first-ever TV campaign tomorrow with an approach that pokes fun at its biggest rival, Starbucks, which they protray as snobby.
"The marionettes are a fun, lighthearted way to drive home the point that Caribou Coffee uses real ingredients," said Eric Husband, group creative director, Colle & McVoy, which created the spot. "But it goes beyond ingredients. Walk into any Caribou Coffee and there's this very real, genuine vibe — it's what separates them from competitors. We wanted to convey this authenticity of the Caribou Coffee brand."
This is likely just the beginning of new marketing moves from Caribou, the nation's second-largest coffee chain, which tapped Colle & McVoy to handle its entire brand identity back in February. The agency is looking at everything from package design to store experience. The chain is planning a raft of new food items as well, including new bakery options and oatmeal.
The spot will have a six-week cable TV run in major markets, and it will be promoted on YouTube and the chain's own website.