SECOND CUP BREAKS NATIONAL TELEVISION CAMPAIGN
By Adnews Staff
Toronto-based Second Cup has launched its first national television advertising campaign as part of the company's new branding effort. The campaign, from Toronto-based Ammirati Puris Lintas, was created following research Second Cup conducted with its customers last year, said director of marketing Laura Penso. The television effort was originally scheduled to launch late last year but, said Penso, the company wanted to avoid the holiday clutter. Second Cup launched its brand-building and brand awareness television campaign on March 13. The spot features a woman sitting in one of Second Cup's 400 cafes, drinking coffee, watching customers come and go. The tagline is "Take a Second For Yourself." Penso said additional spots will be introduced throughout the year and that the tagline will be leveraged in multiple concepts both in-store and on-air. The campaign is running in both English and French.