Caribou Coffee® Unveils Winning Expressions in Consumer-Generated Contest
February 03 2011 - 1:46PM
Business Wire
Caribou Coffee, the nation’s second-largest coffeehouse chain,
is unveiling coffee cups featuring the winning phrases of a
consumer-generated contest to find out what their customers “stay
awake for.”
Caribou Coffee customers entered the Make
the Cup contest via cariboucoffee.com, Facebook or Twitter to share
what they stay awake for, and upload pictures and videos, for the
chance to be featured on millions of Caribou Coffee cups. A total
of 147 winners were selected from more than 12,000 entries received
in a one month timeframe. (Photo: Caribou Coffee)
The company’s “Make the Cup” contest, which launched in August
2010, invited customers to submit phrases and images of what
inspires them, with the chance of having their winning phrase
featured on millions of Caribou Coffee cups around the country.
From “driving with the top down” to “finding a cure for breast
cancer” and “bicycling down country roads with friends”, the
winning expressions showcased the variety of passions Caribou
Coffee’s guests have.
Caribou Coffee’s tagline, “Life is short. Stay awake for it.,”
has been with the company since its inception in 1992. As part of
their rebranding efforts in 2010, the tagline was given new life
through phrases called “Bou-isms” — phrases that encourage readers
to live life to the fullest and share what they “Stay awake for.”
Although the tagline previously focused on the benefits of
caffeine, Caribou has now shifted the branding element from a
declarative statement to expressions signifying a seize the day
attitude.
“Caribou Coffee is a brand that embraces living life to the
fullest, regardless of what it is that you are passionate about. We
want to give our consumers a chance to share that passion and be
part of the conversation,” said Alfredo Martel, senior vice
president of marketing and product management for Caribou
Coffee.
Customers entered the Make the Cup contest via
cariboucoffee.com, Facebook or Twitter to tell what they stay awake
for, and upload pictures and videos, for the chance to be featured
on millions of Caribou Coffee cups. A total of 147 winners were
selected from more than 12,000 entries received in a one month
timeframe.
Winning phrases include:
- Driving with the top down.
- Last ride on the Ferris wheel.
- Pitter-patter of little feet as the sun
rises.
- To end breast cancer!
- To zig where others zag.
- Bicycling down country roads with
friends.
- Stopping at every kid’s lemonade
stand.
Winning phrases will be featured on Caribou Coffee cups until
October of 2011. To learn more about Caribou Coffee, visit
cariboucoffee.com.
About Caribou CoffeeCaribou Coffee Company, Inc., founded
in 1992 and headquartered in Minneapolis, Minnesota, is the
second-largest company-owned premium coffeehouse operator in the
United States, based on the number of coffeehouses. As of January
14, 2011, Caribou Coffee had 408 company-owned coffeehouses and 132
franchised and licensed locations. Caribou Coffee offers its
customers premium coffee and handcrafted espresso-based beverages,
as well as specialty teas, baked goods, handcrafted oatmeal, a
variety of Daybreaker and mini breakfast sandwiches, whole bean
coffee, branded merchandise and other coffee lifestyle items. In
addition, Caribou Coffee sells products to grocery stores, mass
merchandisers, club stores, foodservice providers, hotels,
entertainment venues and e-commerce channels. Caribou Coffee is
working toward 100 percent Rainforest Alliance Certification for
all of its coffees by the end of 2011, ensuring coffee is sourced
using social, economic and environmentally sustainable practices.
For more information, visit the Caribou Coffee website at
cariboucoffee.com.
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