Second Cup Coffee Company

Situation:

After 3 years running a campaign, ‘Take a second for yourself”, featuring a woman enjoying an afternoon coffee in cafe, sales were down, as competitors, Starbucks and Tim Horton’s, continued to gain marketshare.

Insight:

When we were assigned the business, research showed us 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.

Effects:

The campaign turned around sluggish sales and the privately held chain was sold to CARA at a premium. The campaign has been featured in numerous news stories and text books, 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.