Experiential Event & Truck Wrap, Trivia Game, Copywriting, Website, Digital Banners

CARIBOU ICED COFFEE:
Real or Not Real Challenge

IS IT REALLY REAL?

How do you get people to drink Caribou Iced Coffee – made with real coffee and real ingredients – instead of their go-to favorite? Make a game of it! In a world of fake, Caribou Iced Coffee is a bottle full of real. Real ingredients, real flavors, real enjoyment. 

A promotional graphic for Caribou Coffee's Chocolate Mocha Iced Coffee. The background features a drawing of a crown with diamonds and question marks, highlighting the symbolic meaning of chocolate as a symbol of luxury, wealth, and power in the 1500s.

We created the Real or Not Real Challenge.

We created the Caribou Iced Coffee challenge to get people to see if they could tell the real from the not real – anything from George Washington’s real hair color to the year the first selfie was taken. People could play the game online and score free samples of Caribou Iced Coffee by simply sharing their results on social.

  • A humorous graphic showing a unicorn with a question mark above its head, accompanied by the text "Unicorns are on the Scottish coat of arms". Below are options "Real" and "Not Real" with a flip arrow between them.
  • A graphical quiz asking if the simulated German chocolate cake on a cake stand is real or not real, with text indicating the cake is supposed to have debuted in Germany in the 1880s.
  • A graphic showing the Mona Lisa painting with question marks on either side. Text states, "The Mona Lisa has been stolen three times." Below, options read "Real" or "Not real," with a circular arrow indicating a choice between the two.
  • Image of coffee beans and three bottles of flavored iced coffee with Caribou Coffee labels, promoting real coffee with real ingredients.
  • An advertisement emphasizing that Caribou Coffee uses real ingredients, featuring caramel candies and three bottles of flavored iced coffee
  • Three bottles of Caribou Coffee iced coffee drinks in vanilla, sea salt caramel, and chocolate mocha flavors, placed against a blue background with a radial burst design, with the words "REAL DELICIOUS" at the bottom.
Screenshots of a Facebook ad campaign from Caribou Coffee about a 'Real or Not Real' challenge, featuring images of coffee products and interactive questions.
Computer screen displaying a webpage with a quiz question about whether humans have more ear muscles than cats, with options "Real" or "Not Real," and a cartoon drawing of a confused cat with question marks.

We also took the Real or Not Real Challenge on the road to some of Chicago's biggest summer festivals. There was swag for those who knew the right answers … and samples of Caribou Iced Coffee for everyone else. 

A blue mobile coffee truck with a wooden panel accent and a large sign on top reading 'Real or Not Real Challenge' by Caribou Coffee, featuring windows with refrigerated compartments and three blue kiosks in front.
A blue coffee truck with a sign that reads 'Real or Not Real Challenge' and 'Choose Real' with images of bottled coffee drinks. Several people are in line at the truck, engaging with the staff. The scene is outdoors on a sunny day with trees and buildings in the background.

Through the Real or Not Real Challenge, we gamified the real ingredients story for Caribou Iced Coffee and asked people to Choose Real the next time they're grabbing a bottle of iced coffee. In the end, it was a real treat for real iced coffee lovers.

Explore More Work

A luxury teal-colored car displayed at an event with colorful geometric background and lighting.
Large audience watching a stage with performers seated on the floor, a digital screen displaying colorful images and text behind them. The stage is lit with blue lighting.
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