By highlighting the commonalities between a Caribou experience and craft beer and spirits, it showed consumers the craft-focused side of a popular coffee chain. It also proved good coffee doesn’t happen by accident. Like any craft beverage, it is artfully created and meticulously scrutinized, but it doesn’t have to be served by a specialty shop.
Caribou’s craft message didn’t just disappear once the sampling events ended. A photo and video capture at each event led to the creation of extensive digital assets that Caribou and local influencers pushed out through a deliberate owned social strategy. And instead of the typical event recap video that would only show people the fun they missed out on, an entertaining branded piece was created that would stay relevant, even as summer faded. It all kept the conversation going for weeks and served as the whip on the matcha tea latte proving Caribou is craft.
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.