CLIENT
Nestlé Coffee Partners
Cortne Miller, Manager – Shopper Marketing
Laura Merchant, Customer Account Manager
Colleen McDonald, Customer Account Director
Lisa Travieso, Sr. Shopper Marketing Manager
Ryan Satre, Sr. Analyst, Category Management
Mark Luebbers, VP, Customer Account Management
Courtney Golin, Senior Manager – Shopper Innovation and Experience
Linsey Walker, Director, Shopper Marketing
Deb Silhacek, Senior Manager – Shopper Marketing
Brittany Anderson, Sr. Manager, Commercial Development
Gail Baumgart, Sr. Manager, Category Management
Kalina Newmark, Sr. Associate, Brand Marketing
Amanda Ogus, Brand Marketing Manager
Kristin Andries, Sr. Manager, Supply Chain
Jenny Jevne, Customer Account Manager
Caroline Bowers, Customer Account Manager
Karin Summersett, Manager, Business Optimization
Richard Mansfield, Manager, Sales Operations
Katie Byers, Customer Account Manager
Stephane Roesli, Sr. Manager, Commercial Development
Jessie Steinhauer, Sr. Analyst, Commercial Development
AGENCY
Laura Rubino, Account Director
Rebecca Miller, Senior Director – Creative Strategy, Commerce
Liz Gazal, Creative Director
Gina Murphy, Associate Creative Director
Kimaya Chalpe, Integrated Strategist
Ilze Lazdins, Senior Art Director
Mary Sutton, Senior Art Director
Callie Vinson, Senior Copywriter
John Manley, Senior Vice President
Amy Pepe, Account Supervisor
Hayley O'Connell, Media Manager
Brianne Cartlidge, Sr. Account Director
SUMMARY
People love shopping at Target. But compared to the total experience, shopping for coffee can be a buzzkill. To launch a new line of Starbucks-branded Nespresso-compatible capsules at Target (without brand or promotional support), we needed to create a lot of buzz. Our Target-exclusive program, Every Mood Perfectly Brewed, invited shoppers to match brews to moods to demonstrate how with Starbucks Coffee by Nespresso, it could be easy to create café-worthy coffee drinks at home. We exceeded our sales goal by 32% and over doubled the category at Target.
