This is a presentation made for a class project where we needed to base a campaign on digital media.

1. Summer Drinks

2. Goals
Short Term
Increase sales through product awareness
Long Term
Establish Caribou as the “first choice” meeting place
Brand extension (positive first time brand experience)

3. Audience
Primary
Women ages 25-40
Busy women
Mothers
Secondary
Teens ages 14-19
Challenge societal norms

4. Insights
Busy Women
Full-schedule
Broken school routine
Formal impromptu social connection
Teens
Independent
Rebellious

5. Strategy Statement
Escape and Connect

6. Mood Board

7. User Flow
Facebook Outdoor In-Store
Outdoor MicroSite
In-Store

8. Creative
Cool Beans

9. Tag lines
Cool-Down with Caribou
Caribou Cool-Downs
Cool-Down and Catch-up
Stay Cool with Caribou (teens)

10. Micro Site
CaribouCoffee.com/CoolDowns
Brand Relationship
Informal social connection
Positive first experience
Established reoccurrence

11. Info Architecture
CaribouCoffee.com/CoolDowns
Design an Invite My Calender Caribou Store Locator

14. Email Invite

17. Micro Site

18. In-store
25%
off
cool downs
This summer caribou is making it easier
to cool down and stay connected.
To f i n d o u t h o w y o u a n d y o u r f r i e n d s
can stay cool with our summer coolers and
smoothies, and save 25% off
in the process, go to
www.cariboucoffee.com/cooldowns

19. Advertise
Cool Down
and Catch Up
Take a break from your busy
schedule with Caribou Coolers.
This summer stay cool and
connect with your friends at a
Caribou near you.
Like
More Ads

20. Outdoor
this summer, cool down with caribou.

21. Outdoor Viral

22. Umbrella-bous
Minneapolis (200)
St. Paul
Baltimore
Detroit
Chicago (200)
Charlotte
Denver
Columbus

24. Rebrand Opportunity
Identified an opportunity for differentiation (hot vs. cold)
Heightened appeal of cold drinks
Use of Birdibou (social)

25. cool downs

26. Rebranding Indoor
cool downs
This summer caribou is making
it easier to cool down and stay
connected. To find out how you
and your friends can stay cool
with our summer coolers and
smoothies, and save 25% off
in the process go to
www.cariboucoffee.com/cooldowns
cool downs

27. Conclusion
Identified our primary and secondary demographic
desires
Satisfied desires through executions
Extended and strengthened brand loyalty

28. Thank You.
Laura Deyo, Josh Witham, Kevin Hughes, Allison Coyle