Great Copy Stands the Test of Time

I was recently decluttering some old files and came across a full-page advertisement from the USA Today newspaper, April 15, 2010. I believe I kept it because it was so different and really caught my eye. In my opinion, 95% of the points below still apply today.

The full-page Caribou Coffee advertisement included 110 different tag lines, different fonts, small tick boxes and small icons. A selection of the tag lines included:

What do you stay awake for?

·?????? Being the anonymous donor

·?????? Adopting a 4-legged friend

·?????? Earth friendly coffee

·?????? Finding a cure

·?????? Fly-fishing

·?????? Not working weekends

·?????? Mountain biking

·?????? Free wi-fi

·?????? Talking baseball

·?????? Learning a foreign language

·?????? Handcrafted anything

·?????? Leaving early to play with the kids

·?????? Taking more photos

·?????? Adventure

·?????? Incredible sunrises

·?????? Daydreaming

·?????? Answering hard questions

·?????? Reading poetry

·?????? Planting a tree

·?????? Holding hands

·?????? Chasing fireflies

·?????? Long weekends

·?????? Teaching kids to fish

·?????? Volunteering at a shelter

·?????? Ghost stories by the campfire

·?????? Letting computers sleep

·?????? Driving the Pacific Coast highway

·?????? Biking the Pacific Coast highway

·?????? Refusing to blend in

·?????? Knowing your barista by name

·?????? Amazing sunsets

·?????? The beach

·?????? Being a mentor

·?????? Finishing a 10k run

·?????? Refusing to fail

·?????? Growing your own vegetables

·?????? Going back to school to teach

·?????? Giving compliments

·?????? Accepting compliments

·?????? Bedtime stories

·?????? Swimming with a dolphin

·?????? Learning a musical instrument

·?????? Taking your time

·?????? Coaching little league

·?????? Playing in the over 40 league

·?????? Falling in love

·?????? Fixing up an old bike

·?????? Arabica beans roasted to perfection

·?????? Seeing the mug ? full

·?????? Defeating boredom

·?????? Finishing the crossword puzzle

·?????? Good karma

·?????? Sleeping under the stars

·?????? Chocolate

·?????? Having an idea

·?????? Starting a band

·?????? Writing a children’s book

·?????? Butterflies in my garden

·?????? Giving a standing ovation

·?????? Getting a standing ovation

This amazing list, the bulk of which is still relevant today then featured a coffee cup and a takeaway coffee cup with the Caribou Coffee logo.

Life is short. Stay awake for it. www.cariboucoffee.com

This full-page Caribou Coffee advertisement is 14 years old and still relevant today. I wonder how many media advertisements can stand up to a 14-year time lapse and still be relevant?

Congratulations to Caribou Coffee who is still going strong.

And the funniest part of all, I do not even drink coffee.

I just thought it was a brilliant eye-catching advertisement and I am always looking for great ideas. Great copy definitely stands the test of time.