SECOND CUP BREWS NEW AD CAMPAIGN
By Adnews Staff
Toronto-based coffee retailer Second Cup broke a new national advertising campaign yesterday. Created by its ad agency Holmes and Lee of Toronto, the multimedia campaign includes four 30-second radio commercials and supporting billboards. In the radio spots, a variety of Second Cup coffees are profiled, each with a unique personality. For example, Authentic Mocha Java is portrayed as a cool, smooth operator. Supporting the spots are a number of billboards which display headlines such as "Can't speak in the morning? Just point," and "Small, medium, large and intravenous." The radio and billboard ads use a new tagline: "Second Cup. First Thing." The campaign will run for the fall. A separate campaign in Quebec using the tagline "Second Cup, Ma matière première" also began yesterday. Media buying for Second Cup is done by Gaggi Media Communications. Public relations are handled by Strategic Objectives. Both of these companies are based in Toronto.