Clean Label

Caribou Coffee has set a Clean Label standard for making them the first national coffeehouse chain to offer beverages made with no added artificial ingredients. VITRO agency was to build a brand around Clean Label by engaging and educating them on what Clean Label means. Our digital department was tasked particularly to come up with design and strategy for the HTML static landing page which was an online destination for this entire campaign.

DESIGN

During the discovery, we found out that Cariou’s Clean Label movement had quite a history. They revisited their ingredients from coffee bean sourcing to caramel sauce. They truely care about the quality of products, and we wanted to make sure that site visitors get exposed to these untold stories.

Our biggest challenge was how to keep visitors engaged with the contents. We have great stories but who really reads nowadays? So we came up the unique scroll jacking experience which let users interact with the list of artificial ingredients. This long list stays next to other company’s coffee and visually communicates that such large amount of bad ingredients could be used in non-Caribou coffee.

The fun dialogue is incorporated in both list and bouncy scroll mouse icon to keep this experience more interesting. Users will be rewarded by drink coupon upon a completion.

Design Approach

Our core audiences are 18-24 female so we took more warm, playful and personable design and copy approach.

Results and Key Metrics

Clients loved how the landing page design came out, so they decided to redirect people who connected to Caribou’s in-store wifi.

30 DAYS METRICS

was spent on page in average

drink coupons received

 unique events occurred in total

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