Caribou Gets Real About Its Chocolate

The major coffeehouse chains use reconstituted chocolate syrup or processed powder to create their hot and cold chocolate beverages.
Caribou Coffee is walking away from that falseness. Beginning today, Caribou Coffee customers will have their drinks made with either white, milk or dark Guittard chocolate.
To showcase Caribou’s commitment to realness, the Minneapolis chain turned to their neighbor agency Colle+McVoy.

“The marionettes are a fun, lighthearted way to drive home the point that Caribou Coffee uses real ingredients,” said Eric Husband, group creative director at Colle+McVoy. “But it goes beyond ingredients. Walk into any Caribou Coffee and there’s this very real, genuine vibe–it’s what separates them from competitors.”
It’s also a way to say plastic people drink Starbucks, without ever saying that. Minnesotans are too kind for such rough stuff.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.