Caribou Coffee

Digital/Content, Experiential, Media Relations

Brewing Up An Impactful Product Launch

Caribou and its retail coffee competitors launch new coffee blends frequently and often without much fanfare. Caribou asked Exponent PR to give people a reason to fall in love with a new blend — and the brand overall — through a product launch that both garnered attention and increased sales.

Digital/Content

User Pins

PRODUCT LAUNCH

Through consumer interviews, segmentation research and data aggregated using The Foundry, our proprietary social listening tool, we knew Caribou’s consumers love to co-create and indexed off the charts for Pinterest usage. The creative idea — the first coffee ever co-created with consumers was born.

Experiential

LIVING PINTEREST BOARD

In order to draw the most attention possible to the launch, we started by thinking really big. Literally. We created a five-story Pinterest board at America’s largest mall that brought fans’ contributions to life. The boldness of the Pinterest board and the hum of activity surrounding it provided a powerful platform for media relations and a backdrop for story sharing.

Media Relations

Pinterest Chalkboard

CAPTURING ATTENTION FROM MEDIA AND FANS

For two weeks, the interactive, immersive, multimedia installation set the stage for engagement through events, mini-inspiration sessions and plenty of coffee sampling. 

Modern PR Works

350% increase in organic impressions on Pinterest.

2.4 million fans reached via earned impressions on Twitter.

In-store traffic increased by 7 percent.

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