Cinnabon - How about a coffee?
Project Summary

The "How About a Coffee?" campaign was an exciting project we executed in 50 countries, designed to drive coffee sales at Cinnabon. By leveraging the brand’s digital media and in-store activations, we created a strong emotional connection with consumers, resulting in a significant boost in sales.

Objective To develop a comprehensive campaign that:
  • Increased coffee sales at Cinnabon.
  • Utilized digital platforms and in-store activations to maximize reach and engagement.
  • Was consistently implemented across 50 countries, adapting to diverse cultures and markets.
Strategy
  • Tagline Creation: We developed the tagline "How About a Coffee?" – a simple question inviting consumers to enjoy a coffee experience with Cinnabon.
  • Graphic Concept Development: We designed a cohesive visual identity that resonated with the brand's essence and appealed to the target audience.
  • Execution Pieces: We produced all execution pieces for the campaign, including in-store signage, promotional materials, and digital assets.
  • Social Media Videos: We created engaging videos for social media that were viewed in over 50 countries and continue to attract attention today.
Channels Used

Social Media: Paid campaigns and organic content on platforms like Instagram, Facebook, and Twitter.
In-Store Activations: Events and promotions that incentivized coffee purchases.
Influencer Collaborations: Generating engaging content to amplify the campaign message.

Results

Sales Increase: A significant rise in coffee sales was reported during the campaign period.
Global Reach: The campaign reached millions of consumers across 50 countries, achieving high engagement rates on social media.
Customer Engagement: Consumers responded positively to the call to action, participating in events and sharing their experiences online.

Conclusions

The "How About a Coffee?" campaign met its sales objectives and reinforced the emotional connection between Cinnabon and its customers. Through creative and well-coordinated execution, we significantly impacted the global market.

Key Learnings
  • The importance of a clear and appealing message in brand communication.
  • The effectiveness of integrating digital strategies with in-store activations to maximize impact.
  • Cultural adaptation is crucial when executing campaigns in multiple countries.