Starbucks

Coffee shop goers are a substantially larger group than ready-to-drink coffee buyers.
Starbucks needed to bring more coffee drinkers into the category, but many didn’t know about the full breadth of what was offered in ready-to-drink, or hadn’t considered the category because of their well-ingrained daily routines.
It became clear post-COVID that life had changed. The daily routines of work and shopping were disrupted and had forever changed. The way people worked and lived their daily lives was different, which meant there were more people to consider the ready-to-drink coffee category.
How could we leverage the love that coffee shop drinkers already had for the Starbucks Masterbrand into the new behavior of the post-COVID world?

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Despite their new office locations, people still wanted their coffee, they just had to look online instead of their local coffee shop.
You don’t need to leave your home for that Starbucks coffee feeling, Starbucks Ready-to-Drink could be brought to you.
With Starbucks Ready-to-Drink, there is a full portfolio of coffee drinks made ready for you.

We created and launched the first ever portfolio creative platform for Starbucks Ready-to-Drink, “That Starbucks Coffee Feeling, Made Ready”.
We brought the barista experience people knew and loved from the retail stores to life in their feeds, showing people how they could make the same recipes using ready-to-drink items.
We drove awareness through video that went live on television and social and partnered with several of their favorite programs like Watch What Happens Live.
We meet people where they were living in social, showcasing the many different products available.
We revamped the ecommerce experience on Amazon and with their various ecommerce partners like Target and Walmart making it a seamless user experience where people’s favorite ready-to-drink items could be delivered right to their door.