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.