CARIBOU COFFEE CRAFTED FOR SUMMER
Role: Creative Lead
Art Direction & Design: Caitlin Murzyn // Copywriter: Grant Parsons // Agency: SixSpeed
Caribou Coffee needed to amplify their biggest drink launch in a decade to a younger audience who frequents smaller, more niche roasteries. The challenge was to use the launch to reshape brand perception with these discerning, unconventional customers by highlighting a side of the familiar coffee chain that most people are completely unaware of.
That’s why we activated at local craft-focused breweries and distilleries with a flexible, mobile solution that went well beyond standard sampling tactics. Each part of the experience was insightfully designed to be familiar to craft aficionados, including how attendees tasted the collection: Flights of coffee were delivered with tasting notes, just like the craft drink spots. You might say we stirred up an experience made for sharing with one-off coffee cocktails, a suite of custom social filters and gifs, plus photo ops. At each location, photo/video capture recapped the day’s happenings and fed pre-promotion for the next event, ensuring the buzz (and the sales and engagement spike) lasted all summer.
