Caribou Coffee Case Study Video

Caribou Coffee Company

Case Study

After a couple of decades as a challenger brand, Caribou Coffee lacked a cohesive identity and was on the brink of bankruptcy. Colle+McVoy’s research uncovered that Caribou customers value life experiences over social status, so we brought back Caribou’s original tagline — “Life is short. Stay awake for it.” — and made it stand for more than caffeine, using a smart mix of digital, out-of-home and experiential work. The result was 22 quarters of positive sales growth and a shelf of awards.


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