The challenge was to bring the spirit and flavor of the Cafe to the in-store, digital space, traditional media and retail world. Below is a snapshot of how we accomplished this across the Starbucks portfolio leveraging all touch points. From holiday activations to summer sipping, we utilized print, digital, social media, POS and everything else under the sun to perk up sales in both in-store and through ecommerce. The below is an example of how we created print and digital to bring a localized touch via custom illustrations to the cities being represented with a hardworking headline reminding shoppers on the Starbucks quality and craft that goes into every product we offer.
We developed this tagline and look and feel as a fun way to launch new Frappuccino Mini. Later executions juxtaposed the mini-sized cans against enlarged everyday items relevant to our lives and on-the-go fun.
What better way to advocate our products than through our loyal fans! Below are several simple and fun social media activations designed to reward Walgreens consumers for showing their love for Starbucks.
A taste of the cafe when you can’t be at the cafe. This Dollar General activation was deliberately designed to offer shoppers who don’t always have easy access to Starbucks Cafes the next best thing in the retail environment.
Seasonal flavors and coffees are very much sought after. The POS and digital activations below are a snap shot of how we tapped into the excitement of these pulse periods while again reminding consumers of how you can taste the cafe at home and on-the-go.
From the website, to billboards to in-store POS and content, this Chilled Starbucks Portfolio program was a tasty reminder of how Starbucks is ready to drink and just as good to go.
Chris Stevenson 