The Secrets Behind the Caribou Coffee Brand

Welcome back to The Friday Fortune! It’s post-Superbowl week. Whether you’re basking in the glory of the Eagles’ big win or still questioning why that ad cost $8 million, let’s talk about the marketing plays that actually matter.

Every week, we break down insights from top CMOs, brand wizards, and marketing masterminds—so you can steal their best ideas (ethically, of course). From brand-building gold to campaign moves worth copying, we’re here to keep you informed, inspired, and mildly entertained.

Here’s what’s brewing this week:

• A sit-down with Caribou Coffee CMO, Erin Newkirk

• Duolingo’s most viral moment yet

• A growing trend of sweet treat ads on game day

📈 Marketer of the Week

If there’s anyone redefining brand loyalty in the coffee space, it’s Erin Newkirk, Chief Brand and Marketing Officer at Caribou Coffee. With a career spanning journalism, tech entrepreneurship, and consumer brands, Erin brings a unique blend of creativity, data-driven insight, and deep brand storytelling to the table.

Erin’s journey into marketing wasn’t the typical agency-to-brand pipeline. Growing up with a father in advertising, she was drawn to storytelling but initially pursued journalism. She loved the craft of writing and even considered following in her father’s footsteps. That passion for storytelling eventually led her into the world of branding, where she found the sweet spot between narrative and consumer experience.

After seven years at General Mills working on iconic brands like Cheerios and Nature Valley, Erin took an entrepreneurial leap, founding Red Stamp, a social commerce platform aimed at strengthening relationships through digital and physical greetings. She saw an opportunity to help people connect in meaningful ways, reinforcing her belief in purpose-driven branding. This focus made her a natural fit for Caribou Coffee, where she’s spent the last five years championing sustainability, clean ingredients, and a deep sense of community.

At Caribou, Erin has made brand relationships the priority. “You can find a coffee shop that fits your personality. If you want to come in, feel like you belong somewhere, and want to have a barista or general manager know your name and your order, come to Caribou,” she shared. She believes the strength of the brand lies in these moments of connection. 

And that ethos extends into Caribou’s marketing. With a mix of hyper-local engagement and broader digital storytelling, Erin’s team has maintained Caribou’s reputation as a beloved, community-driven brand while expanding its global footprint. One example? Limited-time offerings that don’t just chase trends but tell stories, just like their holiday blends inspired by customer nostalgia. 

Beyond seasonal offerings, Caribou has embraced experiential marketing in a big way. A recent dating show concept featuring comedian Hannah Berner tapped into the idea that many first dates happen at Caribou locations. The campaign, which coincided with the launch of their new energy drink line, was a hit with younger audiences, blending humor, customer insights, and a fresh take on coffee culture.

Erin’s Takeaway

For Erin, great marketing isn’t about the loudest message, but the most meaningful one. “We really follow our guests and put the community at the center of the work that we do.” Consumers, she believes, can easily spot when a brand isn’t being authentic. The ones that stand out are those that genuinely stand for something and live by it every day.

To hear more about how Erin is blending purpose and performance at Caribou Coffee, listen to the full episode of CMO Weekly.

🥠 The Cookie Jar

Crack open a handful of the week’s best marketing links—because good fortune favors the curious.

• Why candy and dessert brands are sweet on the Super Bowl. Candy brands just crashed the Super Bowl party (and they're winning).

• Duolingo kills off its mascot, Duo. This marketing stunt broke the internet.

• Oreo hypes Post Malone cookie drop with new Snapchat ad format. Post Malone just turned Oreos into his latest hit.

• The OpenFortune team took over ICE Gaming Barcelona. Of course, we did what we do best — stand out.

That’s a wrap for this week’s Friday fortune.

If you enjoyed the read, pass it along to your favorite marketer who could use a little extra inspo in their inbox.

Until next time, may your marketing be memorable and your cookies always be fortunate!

— The OpenFortune team