Looks like Starbucks will have a little more competition this holiday season as Caribou Coffee unveils its first ever TV campaign to generate awareness about the boutique coffee brand. Of course this is a very different strategy than that used by Starbucks who largely built their brand on a public relations/word-of-mouth platform. I'd be interested in seeing the results the TV campaign will bring and how success will be measured (i.e. increased sales, store traffic, awareness).
I like Caribou but at the end-of-the-day I'm a Starbucks girl!
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