Colle Mcvoy Hero Caribou 1440X810

From coffeehouse to lifestyle brand: a big leap forward.

Years of declining sales. Vilification of the $5 latte. And a green mermaid from Seattle. Caribou Coffee, the country’s second-largest premium coffeehouse, found itself nearing extinction as evidenced by its stock price barely north of a dollar.
Armed with a new insight that its audience values life experiences over social status, we relaunched Caribou into a purpose-driven lifestyle brand. The “Life is short. Stay awake for it” platform encouraged coffee drinkers to seize the day and led to more than 28 straight quarters of positive sales.

Alfredo Martel, Chief Marketing Officer, Caribou Coffee.