CARIBOU COFFEE DREAM DATE
Eager to position Caribou Coffee as the place to connect over two new and delicious beverage platforms last summer, Caribou broke through the sea-of-coffeehouse-marketing sameness by meeting the important yet elusive Gen Z target audience where they were at: reality dating shows and TikTok.
In the first 10 days, 80% of views came from new social media fans, adding up to 23.1 million views and 764.7 million earned media impressions and counting. The episodes were shared more than 2,500 times. In all, the program generated 34,000 total engagements with 99.9% positive sentiment.
The campaign created loyal Caribou Coffee fans who not only tuned in to watch but headed to their local Caribou Coffee to try the drinks. Energy drink sales exceeded goal by +170%, making it the most successful launch in Caribou’s recent history.
Many first dates start at Caribou, so we created Dream Date: A Sip at Love, hosted by Hannah Berner—a lively six-episode social-first dating show that paired Gen Z singles on blind dates bonding over truths, dares, and non-coffee forward drinks.
To support the campaign, we partnered with Lindsey Made This to create custom illustrations that added extra flair to the summer drinks.
Throughout the summer, we highlighted the drinks in a dreamy, elevated style through new photography created for Caribou Coffee’s Instagram.
Role: Associate Creative Director
Executive Creative Director: Jason Strong
Copywriting: Kristi Batterbee