1 of 21

BRIEF

McCafé Festive Cup

Cossette Toronto Summer Internship 2024

2 of 21

The ask:

Be the intern that launches the 2024 McCafé Festive Cup.

3 of 21

DESIGN ASK

DESIGN A FESTIVE CUP FOR McCAFÉ

The ask:

Please use the brief provided on the following slides to develop �1 festive cup design concept. Think of a concept as the “big idea” for festive this year and specifically how it will translate to the cup design.

The cup design must reflect our unique brand positioning while standing out in the visually cluttered holiday environment where many brands compete for consumer attention.

A couple of points to consider within your concept are:

The front facing visual vs. how the design will wrap around the cup
How the design would work for different cup sizes

We do not require finished work, we just need to be able to clearly visualize your thinking. Please use the template provided here for your concept cup design.

4 of 21

THE CHALLENGE

5 of 21

How do we make the McCafé cup stand out from the rest of the competition?

6 of 21

McCafé has always historically lagged behind Starbucks and Tim Horton’s when it comes to relevance during the Festive period.

Starbucks is known for their Red Cup Day. Tim Hortons is a daily destination for Canadians.

7 of 21

BRAND VALUES + PRODUCTS

8 of 21

McDonald’s and McCafé

are world leading brands.

“Making Delicious

Feel-Good Moments

Easy for Everyone.”

9 of 21

With McCafé, we just re-launched the brand to be more relevant with Canadians.

“A moment of

real coffee satisfaction

made simple.”

10 of 21

The McCafé Brand Refresh Campaign

Launched in February 2024 to get Canadians to try McCafé again.

�Our spots highlighted the simple reactions Canadians have when they have their first sip of McCafé. That moment of satisfaction is shown as that simple reaction: “Mmm…”

Check out the spot here.

11 of 21

WHO ARE WE TALKING TO

12 of 21

Canadian coffee drinkers.

They are simple coffee lovers living in an overly complicated coffee world.

Once they’ve had a sip of McCafé, they know it’s actually really good.

13 of 21

COMMUNICATION GOALS

14 of 21

Communication goal

Find a feel-good moment McCafé can own during the busy Festive period.

Key message

Must be McCafé.

15 of 21

CONSIDERATIONS

16 of 21

Things to keep in mind

Our cup design needs to stand out, but still feel on brand.
Our campaign must include the tagline “Must be McCafé” as we are building equity with that tagline.

17 of 21

Previous Year’s Cup Designs

2023 DESIGN FAMILY

2021 DESIGN FAMILY

2022 DESIGN FAMILY

WORK FROM OTHER MARKETS

19 of 21

Perfect!

You’re almost there.

Here are the technical requirements:

Create a PowerPoint, Keynote or Google Slide presentation with your campaign ideas—be sure to include an explanation of the thought process behind each idea based on the brief.
Save your final file as a PDF.
Apply here and submit your presentation by April 8, 2024 at 12:00 p.m. EST:

*Please note that for those who are not accepted into the program, your intellectual property (IP) will be protected and your submissions will not be used by Cossette beyond the application process for future work.