Colle+McVoy launched the first-ever television advertising campaign for Caribou Coffee, the nation’s second-largest gourmet coffeehouse operator. The television spot promoted Caribou Coffee’s new reformulated chocolate drinks made with real pieces of all natural Guittard® chocolate. By switching to real chocolate, Caribou Coffee broke away from industry standard, which uses reconstituted chocolate syrup or processed chocolate powder for their chocolate drinks.
The TV spot features a couple of pretentious male and female marionettes having a shallow conversation in a mall when a scrumptious-looking Caribou Coffee mocha drink stops them in mid-sentence. They are unhappy to learn they can’t drink Caribou Coffee because they are “not real.”
“The marionettes are a fun, lighthearted way to drive home the point that Caribou Coffee uses real ingredients,” said Eric Husband, group creative director, Colle+McVoy. “But it goes beyond ingredients. Walk into any Caribou Coffee and there’s this very real, genuine vibe—it’s what separates them from competitors. We wanted to convey this authenticity of the Caribou Coffee brand.”
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