BOLD NORTH
MAGIC
In the land of Minne-snow-ta, we know a stellar cup of cheer helps tackle long winters head-on. This holiday direction led with bright and festive product packaging, followed by a bold and cheerful integrated holiday campaign which won the hearts of hardy, winter survivors across the midwest.
Caribou Coffee 2020 Holiday Campaign
Role: Brand Creative Director, Photo Art Director
Agency Partners: Cue and Carmichael Lynch
GOALS:
Create new holiday hot and cold cup to surprise and delight in a 2020 season heavy with uncertainty and gloominess. Use the cup designs to inform photo style and campaign look and feel. Educate on new holiday offerings and returning favorites. Grow e-comm and gift card sales significantly over prior year.
INSIGHTS:
COVID forever changed the consumer landscape. What we knew of our consumers was not necessarily holding true. Buying habits like frequency and spend were upended by the pandemic. At the same time, we knew consumers would be bombarded with marketing messages in a loud and busy holiday retail landscape. We needed to break through with bold graphics, lively colors, and short and sweet messaging.
SUCCESSES:
Packaging, merchandise, campaign, and brand creative came together to create an intricately woven Caribou Holiday story. The coffee foil design informed the campaign strategy which informed the merchandise creative and bolstered the 2 month-long season of sales. Caribou broke free of its traditional “Cari-blue” in favor of an energetic and vibrant campaign base color. The winks and nods in the copy brought to life in the social animations, emails and web design personalized these scenes and related to so many of Caribou's core consumer group. E-comm saw never-before-reached numbers of visits and purchases. Gift cards grew year-over-year because of a unified and strategic gifting message across digital touchpoints.
