I may serve Starbucks coffee but if I have the choice, I prefer Caribou. For many reasons, but right now it's for their new advertising slant. It's all positive and good vibes and happy thoughts. Their slogan has always been "Life is short. Stay awake for it." And right now their napkins say things like "Stay Awake For: maxing out your passport, ghost stories around a campfire, adopting a four-legged friend, playing an instrument, break dancing, luscious, oh-so-delicious chocolate." They also have post-it's up around their shops, filled out by customers asking what do you stay awake for. And then they have some that say "Life's too short for: grudges, fake anything, putting profits before people, over-roasted coffee, crabby people, waiting for change, wifi you have to pay for."
I totally dig their minimal company plugs with the coffee, chocolate, and free wifi listings. But I just think this advertising slant is so brilliant. Happiness and good things really are simple. Seeing as how I frequent Caribou's more often than I would like to admit, this has gotten me thinking. What do stay awake for?
1. Laughter with my beau
2. Baking cookies with his kids
3. The new show Treme on HBO
4. A good book
5. Yoga, then a bubble bath afterwards
6. A glass of wine. Or 4.
7. Rearranging my one-room palace and creating more space.
8. My new sinfully delicious discovery, cheez-its and cream cheese.
9. Outdoor baseball games
10. New music
12. My cat calmly sitting in my lap
The list goes on. What do you stay awake for?