Brand Experience: Live

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2011 BRONZE

Starbucks 'Sparks'

In 2007, Starbucks - the company who had literally changed the way a nation thought of, spoke about and drank coffee - was facing its biggest-ever threat. With stalled sales, a falling stock price and a weakened brand image, Starbucks needed renewed meaning in a fast changing world. Using its size for good, we wanted to amplify Starbucks' role in the community, by "sparking" community action. Five "sparks" were created that resulted in significantly increased key brand measures and extremely successful consumer engagement.

Brand: Starbucks Coffee Company
Client: Starbucks Coffee Company
Agency: BBDO New York
Language: English

2010 BRONZE

Gatorade Replay

It almost sounds like blasphemy, but Gatorade wasn't looking to improve sales or gain a percentage increase in product awareness. They were after all the No. 1 sports drink brand for 43 straight years. In an effort to reignite the athletic spark both in Gatorade and in those who drank it, Gatorade created the ultimate product demonstration. REPLAY was a brand experience that lasted 3 months, as Gatorade gave one of the nation's most heated rivals the chance to replay the biggest game of their lives, 15 years later.

Brand: Gatorade
Client: Gatorade
Agency: TBWA\Chiat\Day
Language: English