RGD 

competition

finalist

Problem 

Canada's Favourite Coffee shop (2018 Statista) 

1st Tim Hortons 47%, 2nd Starbucks 18%, 3rd The Second Cup 7%

 

Second Cup is like the Second (middle)child. As Tim Hortons owns the credit for being the first Canadian coffee shop and Starbucks joins in the Canadian market reasonably recently, representing the youngest child characteristic, It's not easy for Second Cup being in the spotlight. Besides, people don't like the name. They can easily associate the name with "the substitute of something." since it's not "the first cup." Second Cup is a forgotten Canadian coffee house.

 
Insight

People want to reward themselves instantly in their busy lives, and when they do, they all want the best of something.

 
Big Idea

The Best substitute for something irreplaceable.

"Your Second Home"

 

Concept 

Second Cup is your second home -> Second Cup is the second home for all

-> Build home for all

Christina
35

Mid-income Canadian woman

Doing a lot of management jobs

Both in her workplace and her life.

All-around person

Conversation initiator over a cup of coffee

Coffee is her self-indulgence as well.

OOH

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Copyright @ (Jessie)Jihyn Lee.