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Caribou Coffee, a national coffeehouse chain, returned to television this week with its first television commercial since 2010. The new “Life is” campaign is part of a system-wide brand revision that will also update the chain’s packaging and in-store materials to reiterate the “Life is” theme. The new campaign ad features a 30-second spot which shows Caribou customers enjoying life with friends and family while touting the slogan, “Life is more than coffee; that’s why there’s coffee.” Caribou’s new marketing campaign is a continuation of its messaging around the tagline, “Life is short; stay awake for it,” said Alfredo Martel, vice president of marketing for Minneapolis-based Caribou. “This campaign is to keep going where we left off, and what we’ve done is centered it a little more on how our customers and fans interact with coffee.” Caribou is also planning several similar slogans in commercials planned for the next few months. The company also created a 3-D billboard in downtown Minneapolis that resembles a giant Caribou Coffee cup. In addition, the coffeehouse began selling two new, limited-time beverages last week – the Biscotti Mocha and the Café Milan Latte. Caribou Coffee went private in a $340 million acquisition by a German luxury brand company in 2012. The chain currently operates 610 locations. For more info, click here
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