Second Cup exterior

Strategic Objectives named PR AOR for Second Cup

As Second Cup works to re-invigorate its brand, it has hired Strategic Objectives as its public relations AOR

Seeking to give its brand a jolt, Second Cup has hired Strategic Objectives as its public relations agency of record. The Toronto-based independent agency handled PR for Second Cup from 1992 to 2002, during its heyday.

Over the years, Second Cup lost ground to rivals Starbucks and Tim Hortons, but the chain is aiming for a comeback. “Second Cup is on a mission to return to coffee excellence, so customers truly have a great coffee experience in the [stores],” said Judy Lewis, co-founder and executive VP of Strategic Objectives. She added that Second Cup is working on “moving the brand back to the stature that it held for many, many years in Canada.”

On the communications front, Strategic Objectives “will speak to Canadians about the quality of the coffee experience that Second Cup offers and the uniqueness of their products,” said Lewis.

“The agency has a fantastic track record for bringing innovative, brand-building PR programs to life, and we’re inspired to be once again working with them to support our efforts to re-invigorate the Second Cup brand and offer Canadians the best coffee experience,” said Alix Box, president and CEO of Second Cup, in a release.

Box, previously senior VP for retail at Holt Renfrew, joined Second Cup in February. Before joining Holt Renfrew, she was VP of operations for Starbucks.

Earlier this year, former Second Cup owner and CEO Michael Bregman returned as chairman and his Tailwind Capital bought a 5% stake in the chain. Former Second Cup CEO Alton McEwan also recently joined the board.

“With the quality of the people they put back into Second Cup, it’s an incredibly exciting new era for the brand,” said Lewis.

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