starbucks

Starbucks is a coffee superpower. It is the leader of coffeehouse chains around the world by a large margin in terms of revenue and has incredible brand power. That being said, Starbucks biggest competitors, McDonald's and Dunkin Donuts, pose a threat because of their price and everyday coffee that is not too sweet.

overview

WHAT I DID

Beginning with a brand I was unfamiliar with, I dove in to understand the 'why' behind Starbucks and their popularity. As someone who has never had a cup of coffee, I was not aware of the other food and drink options available at Starbucks. I discovered reasons to go back again and again as I worked on the creative brief, the creative executions, the strategy, and the media plan.

starbucks

the ask

Increase sales at Starbucks by reaching out to those who are not already going for various reasons.

Millennials, ages 18-25

Not currently coffee drinkers or in the habit of going to coffee shops

Busy and constantly on the go with work or college

the target

Experience oriented and desire to follow trends and technology

human truth

It's so much more than just your average coffee shop, there's an ambience that creates an environment like no other. There are so many different kinds of drinks that most everyone can find something that they like, even outside of the vast coffee options.

the strategy

Starbucks is an experience.

brand truth

the promise

Whether they're spending time with friends, working, or trying out a specialty drink, Starbucks gives on the go millennials an exclusive environment to connect with their peers at a location in between work and home.

Starbucks has a variety of drinks, many of which do not contain coffee. There is a certain feel when you walk into their shops. People go to Starbucks for more than just their drinks, you can find lots of people working, studying, or hanging out with friends. Millennials look for experiences over functionality. It's a great social place in between an office and a casual apartment.