Press Room
Posted 03/04/2010
MINNEAPOLIS, March 4, 2010 – A new Aveda™ Web site created by Colle+McVoy provides women with a playful glimpse of how changing the color of their hair could change everything.
Launching today, the site www.AvedaColorKarma.com promotes Aveda’s salon hair color services and lets visitors discover their "Color Karma," which is the fate that awaits them upon changing the color of their hair. With the help of Facebook connect, users are given a personalized, hypothetical story detailing the exciting turn of events that accompanies their transformation.
Single and brunette? Color Karma might send you running off to Brazil with a cute boy after finding yourself going blonde. Married, but looking for a little change? After going auburn, Color Karma might have you opening up an organic restaurant or designing a sexy line of eco-shoes. No two karmas are the same.
"Almost every woman thinks about changing things up a bit," said Eric Husband, group creative director, Colle+McVoy. "We wanted to add a fun twist to the outcome—you’re not just changing the color of your hair, you’re changing the color of your life."
"Hair color is such a social topic. Women often tear out beauty inspirations from magazines and share them with friends," said Rachel Ostrum, global marketing director, brand programs, Aveda. "In the same way, we wanted to create a fun, shareable experience ripe for social networking and help our clients understand the distinct advantages of Aveda hair color services."
Visitors to the site can also share their Color Karma on Facebook, enter to win an Austrian spa getaway and receive a $20 gift certificate for their first hair color service at an Aveda salon.
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Posted 03/01/2010
MINNEAPOLIS, March 1, 2010 – Caribou Coffee® customers in all stores nationwide will notice a new coffee-centric caribou on their cups as they reach for their beverages today. As part of the company’s strategy to enhance its brand position and create new opportunities to engage customers, the 17-year-old brand has undergone a makeover orchestrated by Colle+McVoy, which will roll out during 2010 and into early 2011.
See the work
"The evolution of the Caribou Coffee identity will provide more people with more reasons to feel deeply connected to the brand" said Christine Fruechte, president & CEO, Colle+McVoy. "Whether you're a customer or an employee, Caribou will be symbolic of living life to its fullest and that's rich territory for a brand like this to own."
"As we explored hundreds of iterations of the brand's central elements, we made sure to stay true to the personality of the company, the vision in which it was founded, as well as the myriad reasons why people love Caribou Coffee," said Mike Caguin, executive creative director, Colle+McVoy.
The new brand look includes a new logo, color palette and design elements that bring fresh energy and broader context to the existing tagline: Life is short. Stay awake for it.® Previously the tagline focused on the benefits of caffeine, but Caribou has now shifted the element from a declarative statement to an opportunity for customer engagement on a more personal level; "stay awake" has grown to signify a "seize the day" attitude.
"We saw an opportunity to better express who we are and what we believe in as a company across all interactions with our customers," said Alfredo Martel, senior vice president of marketing, Caribou Coffee. "The new elements of our brand give us an opportunity to do that and to ask our customers to explore and share what ‘staying awake’ means in their lives."
Beginning on March 1, the new look will be introduced via in-store elements such as napkins, cups, drink carriers, canteens and signage. A redesigned Web site and extensive out-of-home campaign launch April 1.
Bringing the Brand to Life
Central to this new rebranding, the company’s logo has been adapted to a simpler but playful representation of the brand’s key identification. Most noticeably, the leaping caribou is now a coffee–brown color and in the brand’s playful nature, is assembled out of graphic elements, including a coffee bean at the heart of the animal and "C" shaped antlers. The caribou also now leaps to the right, signifying the company’s vision and movement toward the future.
The shield element in the original logo has been updated to a rich blue color with a new shape that echoes the shape of national park system signage, a nod to the Caribou founders’ hike in Alaska’s Denali National Park where they were inspired to begin the company.
A New Approach to Growth
Since Caribou Coffee CEO Mike Tattersfield’s arrival in August 2008, Caribou has shifted focus away from expansion and toward elevating all aspects of the brand experience to match its world-class coffee. The company’s new strategy has resulted in the most diverse and premium line of offerings since the company opened its first store in 1992.
"Our brand relaunch runs much deeper than the new logo design; it really signifies the evolution of our company. We are passionate about and committed to creating the best cup of coffee possible and an experience that extends beyond our products," said Martel. "We are working to ensure that all aspects of the customer experience are at the same premium level of quality as our coffee."
In November 2009, Caribou unveiled a menu of reformulated chocolate beverages made with all-natural gourmet chocolate from Guittard Chocolate Company of San Francisco. To boost its breakfast platform, the retailer introduced handcrafted oatmeal to its menu in January of this year and has been testing baked in-store pastry items at 25 stores in its home market of Minneapolis.
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Posted 02/17/2010
MINNEAPOLIS, Feb. 17, 2010 – A campaign for the Minnesota State Lottery’s new Scratch Game Books features a fun-loving giant to show how the games provide huge fun for players.
Two 30-second television spots and two radio spots (30 and 60 seconds) running statewide portray people casually playing different games in either the “Casino” or “ Puzzle Book” themed game books while a giant unbelievably blows confetti all over them, representing the excitement of playing and celebrating. The campaign elements can be viewed and heard here:
http://tinyurl.com/MSL-Game-Book
“The Lottery launches nearly fifty scratch games a year, so players are used to seeing new product,” said Dave Keepper, group creative director, Colle+McVoy. “The goal was to signal that this one is different, something people have never seen before.”
“The lottery brand is about fun, but we wanted to make the fun bigger this time around since the Game Books offer page after page of your favorite scratch games,” said John Mellein, director for marketing, Minnesota State Lottery.
This is the latest campaign in an extensive line-up of acclaimed and award-winning work that Colle+McVoy has created during its five-year relationship with the Lottery. The agency’s work has helped the Lottery achieve five consecutive years of sales growth and record contributions to the state of Minnesota.
Each new Minnesota State Lottery $20 Game Book features six pages of full-size scratch tickets and the chance to win up to $300,000. The Puzzle Book features six tickets with eight favorite games like Crossword and Bingo and the Casino Game Book offers six tickets with 11 favorite casino games.
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Posted 02/17/2010
MINNEAPOLIS, Feb. 17, 2010 – Colle+McVoy’s interactive expertise advances to meet the ever-evolving digital needs of its clients with the announcement today of three promotions: Craig Pladson (previously interactive account director) to director of interactive strategy, Braden Stadlman (previously senior interactive producer) to lead interactive producer, and Barrett Haroldson (previously senior designer) to interactive associate creative director.
“These individuals have played defining roles in shaping Colle+McVoy’s digital expertise and they will continue to help sustain our growth and momentum,” said Christine Fruechte, president and CEO, Colle+McVoy. “A number of years ago when traditional agencies were building interactive departments, we infused interactive expertise throughout the agency. The resulting seamlessness has been key to our success, especially since interactive technology has become integral to how consumers behave and interact with brands.”
Since 2007, Colle+McVoy’s interactive billings have doubled, and they now account for more than 40 percent of the agency’s work. In the past year, the agency became digital agency of record for Land O’Lakes Dairy Foods and has been awarded new interactive assignments from Yahoo!, Discovery Communications, Aveda and Kiehl’s.
“A large part of our success is the result of a very collaborative and integrated approach to strategic planning and creative development,” says Mike Caguin, executive creative director, Colle+McVoy. “Consumer insights drive the creation of the user experience, and development is involved at the beginning of the process, not at the end of the production line.”
Recent recognition for the agency’s digital work includes a 2009 Webby Award for the pop culture phenomenon YearbookYourself.com, which generated increased mall visits for client Taubman Centers. More than 25 million people worldwide, including celebrities Lance Armstrong, Jimmy Fallon and Paul Reubens, have “yearbooked” themselves. The agency’s work has also been recognized by the Cannes Cyber Lions and One Show Interactive.
In recent months, Colle+McVoy has paved new ground with digital innovation, including 3-D technology; augmented reality; and the development of Squawq, a Twitter analytics Web tool designed to track, aggregate and artfully report information about brands, trends or topics. The agency recently received significant attention for its unique use of Squawq to track and measure brand impact and advertising effectiveness during the Super Bowl.
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Posted 02/05/2010
Squawq provides immediate feedback from Twittersphere on America’s discussions about ads, brands and teams
The Doritos “House Rules” commercial was the most talked about television advertisement on Twitter during the 2010 Super Bowl, according to Squawq, a Web tool created by ad agency Colle+McVoy that tracks and analyzes conversations on Twitter. The Doritos brand as a whole received more than 35,000 tweets during the game for its ads, but most of these (more than 21,000 tweets) were received immediately after the “House Rules” spot aired, indicating its popularity.
“We’re not sure if the House Rules spot will ultimately win the big prize money in the Doritos Crash The Super Bowl promotion, but they won on Twitter tonight,” said Mike Caguin, executive creative director of Colle+McVoy.
By monitoring and analyzing the volume of chatter on Twitter about advertisements, brands and Super Bowl topics, Squawq provided an immediate snapshot of people’s opinions on game day. It ranked the most talked about brands, advertisements and teams during and right after the game. Results can be found at http://squawq.com/superbowl/.
“We created Squawq last year for our clients to track conversations about their brands and businesses on Twitter,” said Caguin. “Squawq has been extremely useful, fun and easy to use, so we wanted to see what it would reveal during a major television event like the Super Bowl. Never before have we been able to gauge public interest and opinions so quickly.”
According to Squawq, the top ten advertisers that spurred the most Twitter chatter as of 10 pm EST were:
Frito-Lay (Doritos)
Anheuser-Busch (Bud, Bud Light, Select 55)
Coca-Cola
Unilever (Dove)
Audi of America
Focus on the Family
Mars (Snickers)
Google
Levi Straus & Co. (Dockers)
E*Trade
Squawq uncovered other interesting results from its Twitter analysis during the Super bowl, including:
- The Saints won on Twitter too, generating 90 percent more tweets than the Colts, with over 675,000 tweets by game end.
- In a cost per tweet comparison (based on an estimated cost for a 30 second Super Bowl spot vs. number of tweets), Frito Lay (Doritos), Unilever (Dove), Audi of America, Focus on the Family and Google came out on top.
- Twitter chatter about the brands and ads was at its peak in the first quarter and then waned as the game went on, reflecting the anticipation of the game.
How Squawq Works
Squawq (found at squawq.com) is one of the most well-designed and user-friendly Twitter analytics Web tools. For the duration of the Super Bowl, Squawq tracked and analyzed tweet volume, popular keywords, hashtags, and URLs associated with the Super Bowl. For each brand, a search query was constructed that tracked keywords specific to that brand. For instance, for Coca-Cola, all tweets that either contain the word "Coke," or both the words "Coca" and "Cola" were tracked, as well as key words related to its advertisements. As tweets came in, Squawq compared them against each brand's search terms and updated the results in the official Super Bowl graph found at http://www.Squawq.com/superbowl.
Track the chatter Squawq Super Bowl.
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