Solution

Our insights indicated that consumers are willing to pay a little more for a premium cup of coffee, in part because they’re also buying an experience. To better communicate the soul of the brand and differentiate the Caribou experience from its more-corporate competitors, we relaunched the brand by evolving the founders’ original tagline, “Life is short. Stay awake for it.” This seize-the-day mentality permeated through every brand touchpoint. No longer was a Caribou cup simply a cup, but rather, it is a reminder that life’s worth staying awake for. Since the relaunch, shareholder value has increased, traffic has improved and comp sales increased for the first time in three years, while outperforming the QSR industry. A 500 percent jump in Facebook fans increased online engagement and the campaign has been spotlighted in everything from PerezHilton.com to Fast Company.

Solution:

Communicate that Cannondale is The Perfect Ride. Knowing that the work needs to tell both a product and a brand story, we developed a brand system that could easily translate across mediums and continents. Our primary imagery and headlines are equal parts innovation and inspiration, capturing the best athletes in the world putting Cannondale bikes to the ultimate test. While the secondary images and language tout technological prowess in a way that reflects the attitudes of our audience. The system allows the same look and feel to extend beyond print ads to catalogs and interactive, giving Cannondale a unified, cohesive brand.

Solution:

The star in our cast is Mishka, the talking Husky and YouTube sensation who is known for saying “I love you.” The ad is a fun and memorable way for owners to learn about how they can help their pets get back to being themselves with FortiFlora Nutritional Supplement. In addition to TV impressions, the ad is receiving hundreds of thousands of views on YouTube.

Solution

Mammoth’s unique personality coupled with its physical attributes inspired us to create a brand position, look and voice that captured the attitude that is uniquely Mammoth: The top of California. Mammoth and C+M liked it so much, it became the tagline. We developed a 2010-2011 winter campaign that infused a more youthful, action-sports look with a free-spirited, adrenaline-fueled attitude. Every consumer point of contact was revamped, including MammothMountain.com, billboards in Northern and Southern California, print and online ads, emails, and direct mail.