Starbucks Discoveries

branding communication digital Promotion

Starbucks New York Non-sweet latte Here, we tackled on a promotion campaign of a convenience store product jointly developed by Starbucks and Suntory Beverage & Food Limited. It is a nonsweet cafe latte created for workers to feel easily comfortable during their office break times. We designed a product sampling promotion campaign together with the newly arriving item’s PR event announcement.

CREATIVE IDEA

We administrated a traveling vending machine product sampling campaign, and produced a special refrigerator dedicated to the campaign to have the real-life working employees encounter the actual sample distribution. The plan was for the moving vending machine to stroll around the offices, and have the core target workers to experience the taste of the new product. During the campaign, we visited to well-known companies’ staff cafeterias such as Softbank Group Corp. and Culture Convenience Club Co.,Ltd. At the same time, we conducted a lottery campaign for other firms, to apply for the vending machine’s visit once they realize how fascinating the experience is. The internet played a major role as well. The sampling circumstances were constantly updated on a specially built web site, and comments such as “Wow Starbucks has arrived at our office!” and “enjoying my non-sweet latte at work” appeared all over on social media.

DESIGN SOLUTION

We were careful not to impede the Starbucks’ brand image, paying attention in creating a design that will follow the brand identity guideline. We chose visually appealing sections of the staff cafeterias too, being conscious of how it would appear once it’s on the website. Within designing the vending machine, we were also cautious not to disturb the refined, modern impression of Starbucks being conveyed in the packaging designs. Not only the surface designing, but we put our effort in enhancing the brand equity using everything we had involved in the campaign.