Caffeinate and conquer

Who hasn't woken up feeling like something of a zombie, desperately needing that first hit of java to clear the brain fog?
It is this human condition that Second Cup wants to equate itself with in the third wave of a billboard campaign conceived by Toronto agency Holmes and Lee that furthers previous 'morning coffee' efforts from last year.

Who hasn’t woken up feeling like something of a zombie, desperately needing that first hit of java to clear the brain fog?

It is this human condition that Second Cup wants to equate itself with in the third wave of a billboard campaign conceived by Toronto agency Holmes and Lee that furthers previous ‘morning coffee’ efforts from last year.

The new billboards use word jumbles like ‘Function can’t coffee without morning a?’ superimposed over a rich brown coffee backdrop to convey the confusion of the pre-caffeinated coffee customer. But will people get the message fast enough as they’re driving by?

John Lee, president of Holmes and Lee, thinks so. He admits the billboard medium entails getting the message out quickly, but he says people will still get the link to the idea of coffee in the morning, and, it is hoped, go to a Second Cup to figure it out.

‘People are going to look at it and realize it’s for Second Cup. It’s a double-take kind of board, but people will have enough time to figure what it’s about. In a way, it’s kind of interactive: They’ll see the jumbled sentence and say, ‘I’ve got to put this together.’ When they do, the payoff is a coffee-oriented line that backs up our base positioning.’

The billboards are posted at key places where Second Cup cafes are located and variations will also be used for in-store posters and transit shelter ads.

Mike Arseneault, director of marketing for Second Cup, says the first billboard campaign had such a visible connection with customers that they wanted to stick to the same message, but to freshen it up and potentially widen the consumer base.

Last year, consumers came into stores, mumbling and pointing to their favourite coffee in lieu of speaking, which mimicked the implied behaviour in one ad, which had the slogan: ‘Can’t speak in the morning? Just point.’ Says Arseneault: ‘You don’t need to have a specific language to go to Second Cup.’

The last campaign picked up the Retail Marketing Award from the Retail Council of Canada in June of this year. The new campaign breaks Aug. 19.

Credits

Client: Second Cup

Director of Marketing: Mike Arseneault

Marketing Manager: Marla Hacker

Agency: Holmes and Lee

CD/Art Director: Peter Holmes

Copywriters: Shane Veillette, Mark Holmes, Peter Holmes

Account Director: Rob Nadler

Account Executive: Cheryl McKenzie

Production: The Production Kitchen

Media: Gaggi Media