We helped Caribou Coffee launch their new handcrafted product line by pairing them with other experiences their audiences have already come to know and love.
Caribou Coffee is one of the most recognizable coffee brands in the US, especially across the midwest. They needed a fresh way to amplify their biggest launch of handcrafted drinks in the last decade. And they wanted it to catch the attention of a broader, younger audience who frequents smaller, more niche roasteries. It’s an audience that likes to dive deeply into their drinks. The challenge was reshaping the brand perception of these future Caribou converts by highlighting a side of the familiar coffee chain that most people are unaware of.
This audience that likes to dive deeply into their drinks. The challenge was reshaping the brand perception of these future Caribou converts by highlighting a side of the familiar coffee chain that most people are unaware of.
Craft aficionados avoid bland, uninspired recipes, eschewing conventional coffee shops for unique places with creative flair. The same attention to detail they admire in coffee, they also admire in all facets of their lives, from the art they hang on their walls to the beer they drink.
When you’re attracting an audience this discerning, it’s critical to show up authentically and in the right places. That’s why Caribou activated at craft-focused weekend hotspots Bauhaus Brew Labs, Tattersall Distilling and Number 12 Cider House with a flexible, mobile solution that went way beyond the standard sampling truck or tent. Flights of coffee with tasting notes were delivered, just like craft drink spots provide. Because sometimes you’ve got to blend in to stand out, and the flavors spoke for themselves.
Providing an entirely new way to experience coffee enabled Caribou to connect with their unique customers through their shared love of hand crafted drinks, and showed how even a national brand can create something that feels as artisan as the places they already like to shop. This helped even the harshest coffee aficionados see what can be possible when a brand takes the time to show their understanding.
A custom sampling bar was created to match the aesthetic of these craft spaces while staying true to the Caribou brand. The clean, contemporary setup was complemented by a plush lounge that was as Instagrammable as the branded wall next to it. Each part of the experience was thoughtfully designed, down to the smallest detail, including how attendees tasted the collection.
After the first event, drink sales for two of the three drinks had spiked 27%, their biggest week to date since the initial launch. Social shares and engagement spiked, and in the end, 3,600+ drinks were sampled and over 1M+ people were reached.
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