CLIENT
Starbucks Coffee Company
Holly Rosenfeld, Client
Alexandra Wheeler, Director, Online Strategy
Lisa Passe, Client
Terry Davenport, SVP, Chief Marketing Officer
Chris Bruzzo, VP, Online and content
Molly Webber, Advertising Manager
AGENCY
Jeffery Mordos, Chief Operating Officer
David Lubars, Chairman, Chief Creative Officer
Nick Bartle, EVP, Director of Account Planning
Neil Capobianco, Group Account Director
PHD
Edelman
SUMMARY
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 show Starbucks' role in the community, by 'sparking' community action. Three 'sparks' were created that resulted in significantly increased key brand measures and extremely successful consumer engagement.
