t

STARBUCKS AT HOME

How we brought the third place home.

Challenge:

The Starbucks business was not doing well. Starbucks café had become transactional, impersonal, and too expensive. The brand had lost its value. Unfortunately, this was happening at the same time the category was shrinking. Resulting in share, volume and equity declines.

We needed our loyal buyers to fall back in love and we needed those who had left us to reconsider Starbucks at Home.

We needed an emotional and breakthrough way-in. One focused on coffee and connection.

Solution:

Born out of the insight that coffee connects us with ourselves and others and the most meaningful connections can only happen when you’re able to be your most authentic self - we built an omni channel campaign across the total at Home portfolio to create a deeper connection with our consumers.

Results:

Pending, work is still in the market place.

Your _____ is ready.

Coffee connects us, but we also understand it is deeply personal. In order to reconnect with our consumers, we needed to show them we understood.

Using our robust portfolio to our advantage, we made sure to highlight authentic coffee moments at home that were only made possible by Starbucks Coffee.

Driving Consideration.

While the Starbucks Cafe work was hard at work reminder consumers what they love about the brand, we sought to drive consideration and purchase further down the funnel. Reminding consumers through social native concepts, social commerce and YouTube shorts of our at home offerings.

Non-traditional casting was arguably the most critical piece of bringing this idea to life, and working with a director who had the right instincts for that aspect of the work was a huge focus for our team. When we started to find people who had true connections, whether actual families or friends, that’s when the emotional authenticity really started to shine, and we knew we had something special.