The Caribou Coffee project was a simulated competitive review and advertising campaign. My team's goal was to assess Caribou's competitors and design a national campaign that would raise brand awareness outside of the Midwest. Our main challenge was constructing a way to make Caribou Coffee a household name that appealed to a larger audience. I was the strategist for the team and had to complete the swot analysis, research of the competitors, create a pen portrait, and helped with the creative brief. I learned a great deal from this experience working with Caribou for 8 weeks. Being the rare non-coffee drinker that I am, I had to become passionate about a client I didn't have any interest in. My team presented an extremely convincing presentation and was very successful.