After 3 years running a campaign, ‘Take a second for yourself,’ featuring a woman enjoying an afternoon coffee in a cafe, sales were down.
Not surprisingly, research showed that 70% of Second Cup coffee drinkers only drink coffee in the morning and 77% of those are grab and go. Coffee is also it’s own culture, with it’s own language, which we tapped into with the campaign, ‘Second Cup. First Thing.’
The campaign turned around sluggish sales, gaining an average 10% increase over a 3-year period. Second Cup’s franchisee committee awarded the agency ‘best supplier’ two years in a row. The only time this award was bestowed on an advertising agency. The privately held chain was sold to CARA at a premium.
