SECOND CUP BREWS NEW ADS
By Adnews Staff
Toronto-based coffee retailer Second Cup released six additional ads in its "Second Cup. First Thing." billboard advertising campaign yesterday. Like previous ads in the series, the new executions, three in English and three in French, present humourous headlines describing the importance of the day's first cup of coffee. The national campaign was created by Holmes and Lee of Toronto and began in August. The new billboards read "Millions of grumpy customers satisfied," "Haven't had a coffee yet?" and "Anotherespressoplease." "Our fall billboard campaign had coffee-lovers walking into our cafes quoting our ads," said Mike Arseneault, director of marketing for Second Cup. "It's great when advertising connects with its customer, gets them excited and motivates them to talk about your product." Past ads read "Can't speak in the morning? Just Point" and "Small, medium, large and intravenous." Media planning for Second Cup is done by Gaggi Media Communications. Public relations are handled by Strategic Objectives.