Make Our Signature Yours
For the launch, we shined a light on this new ability to enjoy full cold brew satisfaction through refreshing visuals, appealing messaging and activations that amplify each of the key attributes: bold, rich, super- smooth taste, personalization and convenience. This is cold brew without compromises, as only Starbucks could do.
THE SITUATION + THE SOLUTION
THE SITUATION + THE SOLUTION
The COVID-19 pandemic may have shut down Starbucks cafés, but it couldn’t touch consumers’ thirst for cold brew. Fortunately, a new summer product launch was in the works, ready to step up with a refreshing way for fans to experience Starbucks Cold Brew at home.
So, we inspired them to easily create and personalize the Starbucks® Cold Brew they love at home. With smart targeting and a spotlight on ease and personalization, news quickly spread with awareness-earning OLV and print. Digital display targeted cold brew lovers with how-to messaging. And social media delivered refreshing summer vibes—a much-needed reprieve from pandemic-focused newsfeeds.
SMooth. Delicious.
Perfectly Yours.
In this spot, we highlighted Starbucks Cold Brew Concentrates’ delicious taste, customizable nature and ease of preparation through a series of macro shots—from the smooth pour of the concentrate and the refreshment when it hits the ice, to the perfect combination when it all comes together with water, then cream and sugar.
Role Concept, TV Art Direction, TV edit direction, custom music direction
Type TV, radio, print, in store, social
In-store display
Print Ad
Cold Brew social was the most successful Innovation launch of 2020 out of our 4 innovation campaigns.
The creative strategy to use a mix of static, gif-like content and video was successful not only in campaign performance (Ad recall rate outperformed goal at 9%) but was the key on delivering the business objective of educating this audience what the new format was. The majority of comments on paid posts indicated an intent to purchase.
Instagram Story success was explosive, with creative generating CPM results 29% stronger than benchmark. This campaign was socially native, eye-catching and thumb-stopping visuals and clear messaging perfect for a placement with a quick attention span.
Starbucks Cold Brew Concentrates proved to be red hot, capturing lost café share and securing the #1 dollar share of cold brew throughout the summer.
Grew Starbucks dollar share of the in-aisle cold brew category from 8% to 37%
Grew total at-home non-refrigerated cold brew category +31% vs. 2019
96% positive sentiment across social channels