The Caribou Coffee Company, Inc. will launch “Wake Up and Smell the Music,” its first national multi-media advertising promotion with an instant win game on March 1, 2006, offering Apple® iTunes® and iPod® giveaways with a total of 31,833 prizes. One lucky winner of the “Wake Up and Smell the Music” game will win 1,000 iTunes music downloads or $1,000 on a Caribou Coffee Card.

Other prizes include 20 winners of 30 GB Apple iPods and 75 winners of a three-month tour of Caribou Coffee, a “culinary tour” where two one-pound bags of select coffees grown in the finest coffee growing regions from around the world are delivered to the winners’ homes for three months. Forty winners will receive Caribou Coffee for a year with their choice of one pound of coffee delivered to their home each month.
This is the first national, multi-media advertising promotion for Caribou Coffee, the second largest non-franchised coffee house chain in the United States. The “Wake Up and Smell the Music” campaign will incorporate radio, print and online advertising as well as e-mail, in-store POP materials, messaging on receipts, and out of store flyers distributed via guerilla marketing in three of its largest markets: Chicago, Washington D.C. and Atlanta.

The campaign’s promotion slogan, “Great Coffee. Great Music. How Cool Is That?” features the creative voice of a caribou animal with sunglasses and an attitude, that says, “Hey, Wake Up and Smell the Music.” The radio spots feature a loyal Caribou Coffee customer who CAN smell the music and tries to teach another Caribou Coffee customer how to smell the music and enjoy life.

Caribou Coffee CEO Michael J. Coles said, “I believe that Caribou Coffee and Apple are two of the strongest brands in the market today. Both brands deliver a unique experience to customers in a fun, engaging and non- traditional way. Our ‘Wake Up and Smell the Music’ promotion gives customers a chance to not only win great-tasting Caribou coffee but also to win iPods and iTunes music downloads from Apple. Getting a chance to win great prizes with your morning cup of coffee — how cool is that?”

Caribou Coffee will sticker more than 5 million cups during the month-long promotion and hopes to reach more than 7 million new customers to entice them to try Caribou Coffee. The promotion reflects the core values of the Caribou Coffee brand and reminds customers that because tomorrow isn’t guaranteed, work hard, have fun and enjoy today. This is embodied in the company’s motto that “Life is short. Stay awake for it.”

The Caribou Coffee Company, Inc. will launch “Wake Up and Smell the Music,” its first national multi-media advertising promotion with an instant win game on March 1, 2006, offering Apple® iTunes® and iPod® giveaways with a total of 31,833 prizes. One lucky winner of the “Wake Up and Smell the Music” game will win 1,000 iTunes music downloads or $1,000 on a Caribou Coffee Card. Other prizes include 20 winners of 30 GB Apple