Caribou Coffee Promo, Case study COFFEE OVEN by Cbs, Colle + Mcvoy

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Industry Retail, Distribution & Rental companies
Media Promo & PR, Case study
Market United States
Agency Cbs
Agency Colle + Mcvoy
Executive Creative Director Mike Caguin
Art Director Ben Clymer
Copywriter Lee Hanson Cheil
Released January 2011

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Product/Service: COFFEE SHOP
Agency: COLLE + McVOY
Date of First Appearance: Jan 1 2011
Entrant Company: COLLE + McVOY, Minneapolis, USA
Executive Creative Director: Mike Caguin (Colle+McVoy)
Group Creative Director: Eric Husband (Colle+McVoy)
Copywriter: Lee Hanson (Colle+McVoy)
Art Director: Ben Clymer (Colle+McVoy)
Photographer: (Stafford Photography)
Production: Brad Smith (Colle+McVoy)
Art Buyer: Chris Peters (Colle+McVoy)
Media placement: Bus Shelter - Bus Shelters In Minneapolis - January 2011

Insights, Strategy & the Idea
Caribou Coffee is the second-largest premium coffee chain in the world. To launch its new hot breakfast sandwiches in the dead of winter, we focused on morning commuters.

Creative Execution
We warmed up commuters braving frigid temperatures by converting transit shelters into stainless-steel ovens using real heaters and working clocks. We also seeded the idea to culture and food blogs.

Results and Effectiveness
Year-over-year food sales, propelled by breakfast sandwiches, increased 27 percent. The ovens travelled across the Web, increasing social media share of voice by 30 percent. Perez Hilton declared them the “Hottest Advertisements Ever.” In a few short days, we generated 40 million impressions. And helped prevent frostbite.