To launch Caribou Coffee’s new energy drinks platform and connect with a new generation of consumers, specifically young Gen Z women, the brand created Caribou Dream Date, a playful, scroll-stopping TikTok summer dating show hosted by rising comedy star and influencer Hannah Berner. The campaign set out to achieve the following goals:
It was love at first sip. By tapping into Gen Z’s affinity for reality dating shows and their avid TikTok usage, Caribou successfully built cultural resonance, engaged new audiences, and exceeded all goals. In fact, it was Caribou’s most successful product launch in recent history.
The strategy of launching Dream Date combined Gen Z’s love for reality dating shows, their affinity for humor, and their passion for engaging with authentic, shareable content on TikTok.
Strategy and Execution
Execution
Episodes were crafted to be short, punchy, and entertaining, with built-in moments for interaction and sharing. The creative emphasized summer fun, personal connections, and Caribou’s new energy drinks, building excitement for both the content and the product. Our team actively monitored social conversations, responding to audience comments to maintain momentum and deepen engagement. Paid advertising amplified the series to ensure broad reach within the target demographic, while the campaign leaned heavily on earned media to extend its cultural relevance.
Challenges and Solutions
Launching a campaign in such a competitive space as energy drinks meant standing out against much larger brands like Starbucks. Additionally, there were no tentpole media moments in the dating show genre to piggyback on during the campaign's duration. By betting on TikTok’s growing influence, a well-matched influencer, and a fresh creative approach, Caribou overcame these challenges.
Unique Approach
This campaign was a first-of-its-kind for Caribou. By blending humor, romance, and product storytelling in an innovative format, Caribou broke through the noise, proving that a smaller brand could engage new audiences in a big way.
First dates never sparked so many record-breaking engagements, impressions and more:
Like our drinks, the singles were authentic and bursting with flavor, and the campaign’s mix of humor, romance, and irresistible beverages made it a tasty, dreamy summer for Caribou Coffee and its new Gen Z fans.
