POSITIONING STARBUCKS AS THE CATALYST SUMMER ADVENTURE.
The Starbucks experience is made up of a rich and diverse set of touchpoints that have become ubiquitous with the rhythms of long summer days. Maintaining equity in that experience is a critical objective of product initiatives, and when Starbucks was looking to find a unifying concept for their summer offerings they utilized the strategic, creative and executional components of our teams to develop a solution to maximize that opportunity. Our brand team developed a common point of inspiration that would unify the underlying brand message, amplify the brands existing aesthetic direction and experience tenants without limiting the product teams need to explore their sub-initiatives. The strategic vision would need to provide a complimentary counter to the Holiday message of a place to gather and collectively maintain the brand’s position as the “third place”. The result was an in-depth strategic plan followed by a series of product initiatives that would support the an overarching concept of “The Vicarious Traveler” and instill a sense of discovery and adventure into the season’s brand moments and make Starbucks the place to both gather and regroup for pre and post exploration of summer’s possibilities.
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 your All Day destination for refreshment.
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.
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.
Leveraging the art of the initiative to set a tone for the consumer journey with support messaging to prompt a sense of curiosity.
Allowing for flexibility in merchandising, the secondary signage utilizes a general message to provide artful backdrops to all most any product.
With the artful expression of the initiative, supporting products capture both the vibe and the sentiment of the Find Your Frap story.
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.
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.