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Second Cup begins Latte Tuesdays campaign
By Adnews Staff
Coffee chain Second Cup has begun an advertising campaign in support of its "Latte Tuesdays" promotion. The 30-second radio commercial will run until late February. It takes the form of an auctioneer describing the chain's line of latte beverages. It ends with the tagline, "Second Cup. There's a little love in every cup." The campaign, developed by One Advertising of Toronto, also includes in-store materials, online and mobile advertising, and 10-second closed captioning messages. "Our creative strategy was to artfully describe the lusciousness of Second Cup's lattes while delivering a call to action to enjoy special pricing on Tuesdays," said Karen Howe, creative director at One Advertising. "We wanted to reach people while they are mobile to encourage them to drop by a Second Cup location. So radio, which is often listened to in car or online, plus mobile and online ads, with reminders through closed caption TV spots, will reach our target audience at the right times and in the right places." Media planning and buying was conducted by Bang Media of Toronto.