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Starbucks® Coffee
Starbucks®: The Case of the Missing Pumpkin
RAN IN: United States
AGENCY
Deirdre O'Donoghue, Copywriter
Dan Casazza, Senior Digital Account Executive
Michelle Sbabo, Account Director
Julie Knecht, Account Supervisor
Katie Jarecki, Art Director
Liz Gazal, Associate Creative Director
Triad Retail Media
SUMMARY
Sam’s Club members were buying Starbucks® packaged coffee, but only a fraction of them bought at Sam’s. And Sam's Club didn't distribute a Starbucks® pumpkin coffee in 2017 to stimulate seasonal excitement.
We needed to give members a unique reason to celebrate Starbucks® in the fall, so we celebrated National Coffee Day. We showcased coffee prepared in diverse ways to reinforce how variety can be achieved with a single roast. By inspiring members across their purchase journey, we grew the number of households buying at Sam's.
CASE VIDEO
Hero Medium: BRANDED CONTENT
Medium Featured On Video: BRANDED CONTENT
Audience: Women
Objectives: Market share - increase
Type: Business to Consumer
Language: English
