STARBUCKS
BLONDE ESPRESSO LAUNCH

When Starbucks decides to launch the first new espresso in over 4 decades — somebody’s got to tell everyone about it.

We created a thoughtful strategy that teased the big news, to get people ready for the big announcement. On the launch date we gave our social media sites a blonde takeover to celebrate the big news.

Leveraging the iconic yellow color scheme we drove home the idea that Starbucks was breaking the rules as (a dark roast coffee company) and offering a smoother and subtly sweet version of your favorite espresso drink.

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RESULTS—

  • Successfully launched Starbucks first new expresso option in 4 decades

  • Armed our community managers with a plethora of gifs to combat claims that Starbucks ‘tastes burnt’ with suggestions to ‘try it with blonde roast’

  • Effectively doubled menu option offerings to increase sales +4% beating expectations for the second consecutive quarter.

CREDITS

  • CD: Wade Campbell

  • ACD: Josie Daniels

  • Agency: Big Spaceship