MINNEAPOLIS, Feb 03, 2011 (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."
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:
Winning phrases will be featured on Caribou Coffee cups until October of 2011. To learn more about Caribou Coffee, visit cariboucoffee.com.
Caribou 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.
SOURCE: Caribou Coffee