NIKE ENVIRONMENTS
Refreshing Discoveries
Positioning Starbucks as the catalyst for summer adventure.
The Starbucks experience is built on rich, diverse touchpoints that feel synonymous with summer, and maintaining consistency across them is a key goal of product initiatives. To unify their seasonal offerings, our team developed a strategic concept—“The Vicarious Traveler”—that inspired a cohesive brand message while allowing flexibility across sub-initiatives, infusing the season with a spirit of discovery and reinforcing Starbucks as the place to gather before and after summer adventures.
Campaign
All Day
To celebrate the Starbucks Summer offerings, the All Day campaign told the story of refreshment combinations throughout the course of a single day. An implied vision of consumers gathering to start their day, returning to refuel and launching into their adventures again from Starbucks was the narrative that linked a series of TVC, Print, digital and OOH executions in support of an overarching strategic approach that positioned Starbucks as your All Day destination for refreshment.
PRINT / TVC
Tuning the message
The print and TVC content allowed for more variation and purpose-built calls to action that aligned with the consumer utilizing each medium or platform. The result is a product placement and supporting narrative that increases connectivity and ultimately facilitates a great product experience for the consumer.
Crafting a narrative
The strength of Starbucks during the Fall/Holiday season was undeniable, but the summer was made up of an array of desperate initiatives that on their own did a great job of supporting products, but lacked a consistent brand sharp point to drive a common message through the season. Our team developed a strategy that positioned Starbucks as the source of Unexpected Adventure for Vicarious Travelers providing a narrative thread to inspire initiatives at all levels. The result was an injection of adventure that provided consumers with a moment of escape whether they were on a 10 minute break or headed on the road trip of a lifetime.
The strength of Starbucks during the Fall/Holiday season was undeniable, but the summer was made up of an array of disparate initiatives that on their own did a great job of supporting products, but lacked a consistent brand sharp point to drive a common message through the season. Our team developed a strategy that positioned Starbucks as the source of Unexpected Adventure for Vicarious Travelers providing a narrative thread to inspire initiatives at all levels. The result was an injection of adventure that provided consumers with a moment of escape whether they were on a 10 minute break or headed on the road trip of a lifetime.
Frappuccino
The strength of Starbucks during the Fall/Holiday season was undeniable, but the summer was made up of an array of desperate initiatives that on their own did a great job of supporting products, but lacked a consistent brand sharp point to drive a common message through the season. Our team developed a strategy that positioned Starbucks as the source of Unexpected Adventure for Vicarious Travelers providing a narrative thread to inspire initiatives at all levels. The result was an injection of adventure that provided consumers with a moment of escape whether they were on a 10 minute break or headed on the road trip of a lifetime.
The story of discovering your favorite new handcrafted flavor of Frappaccino was inspired by the season’s unexpected playful combinations and the expressive nature of the process of making each drink with running flavor stripes that defy gravity and challenge us to see the moment in a new way.
Frapuccino
The story of discovering your favorite new handcrafted flavor of Frappaccino was inspired by the season’s unexpected playful combinations and the expressive nature of the process of making each drink with running flavor stripes that defy gravity and challenge us to see the moment in a new way.
Artful Signage
Leveraging the art of the initiative to set a tone for the consumer journey with support messaging to prompt a sense of curiosity.
Product
With the artful expression of the initiative, supporting products capture both the vibe and the sentiment of the Find Your Frap story.
Call to Action
Allowing for flexibility in merchandising, the secondary signage utilizes a general message to provide artful backdrops to almost any product.
Carbonation
The strength of Starbucks during the Fall/Holiday season was undeniable, but the summer was made up of an array of desperate initiatives that on their own did a great job of supporting products, but lacked a consistent brand sharp point to drive a common message through the season. Our team developed a strategy that positioned Starbucks as the source of Unexpected Adventure for Vicarious Travelers providing a narrative thread to inspire initiatives at all levels. The result was an injection of adventure that provided consumers with a moment of escape whether they were on a 10 minute break or headed on the road trip of a lifetime.
A multi-product initiative around handcrafted carbonated drinks prepared “While You Watch” provided an opportunity to simplify and drive the story of carbonation through the easily understood bubble element. Both Soda and Sparkling initiatives utilized the bubble to activate content and keep the focus on the new ingredient not usually associated with Starbucks—amplify the season’s primary point of differentiation.
Carbonation
A multi-product initiative around handcrafted carbonated drinks prepared “while You Watch” provided an opportunity to simplify and drive the story of carbonation through the easily understood bubble element. Both Soda and Sparkling initiatives utilized the bubble to activate content and keep the focus on the new ingredient not usually associated with Starbucks—amplify the season’s primary point of differentiation.
CITY
To highlight the artful handcrafted nature of the new product lines, murals and billboards were built over a multi-day process that allowed passers by to be included in the process. Sculptural expressions and performance pieces amplified the nature of the product and were supported by mobile sampling to help drive connection and conversion.
OOH
City
To highlight the artful handcrafted nature of the new product lines, murals and billboards were built over a multi-day process that allowed passers-by to be included in the process. Sculptural expressions and performance pieces amplified the nature of the product and were supported by mobile sampling to help drive connection and conversion.
Connect with Us
600 NW Naito Parkway Suite F
Portland, OR 97209