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Caribou Coffee unveils new rebranding effort

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NewLogo.jpgMinneapolis-based Caribou Coffee, which has long played the Avis to Starbucks' Hertz in the coffee world, is today unveiling a brand makeover orchestrated by Colle + McVoy/Minneapolis. The changes include a newly-designed caribou image that is way more abstract than the one seen in the existing brand logo. The brand tagline -- "Life is short. Stay awake for it." -- will remain as part of the rebranding, but the tagline's meaning will begin to shift as the ad campaign unfolds over the coming months. The plan is to make the line a call for more customer engagement. Rather than literally focusing on caffeine's helping us stay awake, the line now will take on more of a "seize the day" attitude. The new brand logo will be seen starting today on in-store napkins, cups, drink carriers, canteens and signage. A redesigned Web site and out-of-home advertising will launch April 1.

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Lewis Lazare has written the Media Mix column for the Chicago Sun-Times for the past seven and a half years.

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This page contains a single entry by Lewis Lazare published on March 1, 2010 1:14 PM.

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