This gave us a big idea: Big Hype for Tiny Wins. Whether you’re trying to ace an essay, get fit, beat a final boss, or just get out of the house today, progress is progress. It’s the little wins that keep us headed towards the big finish lines. But just because the win is small doesn’t mean the victory party can’t be extra large.
When other coffee brands were content to use photography of their cups or coffee, we decided to add a little flavor. The foundation of the campaign was animated ads that stylized tiny wins as drinkable in the new XL cup from Caribou.
Stylized and illustrated “liquid type” tiny win phrases floated in an illustrated XL Caribou cup. The phrases were animated to appear to be slurped through a straw. BOUsted flavors inspire bright backgrounds. This digital awareness campaign brought a day-making experience to a new audience that was actively seeking to reach for the positive, no matter how big or how small.
Our campaign fit in seamlessly with the cheer squads online, validating the struggles of our audience, offering the XL-sized drink as a reward for everyday achievements, and giving students an occasion-based reason to go Caribou. Thanks to our bullseye-targeted campaign, Caribou slurped up its most successful launch of the summer.