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Starbucks(r) Coffee
Starbucks Coffee "Holiday Magic" at Walmart

RAN IN: United States

CLIENT
Starbucks Coffee Company

Tiffany Huey, Director, Shopper Marketing
Karen Maxwell, Shopper Marketing Manager
Marcie Bracht, Shopper Marketing Manager
Lisa Travieso, Senior Manager, Shopper Marketing

AGENCY
Mosaic Shopper *Lead Agency

Kristen Buss, VP, Strategy & Insights
Julie Knect, Senior Account Executive
Liz Gazal, Associate Creative Director
Dan Casazza, Senior Digital Account Executive


Studio Squared

Hugh Callahan, VP/Executive Creative Director
Leslyn Broughton, VP/Director of Partnership


SUMMARY

Walmart coffee shoppers weren't putting Starbucks(r) products in their carts - they just reached for ordinary mainstream brands. For Holiday 2016, we capitalized on Walmart's seasonal traffic and made sure Starbucks(r) got noticed. We motivated shoppers to upgrade from ordinary coffee with inspirational tips, helping them tap into their inner super-hostess personas and recreate the magic of a Starbucks(r) cafe at home for holiday guests.  We earned incremental display for this program and drove double-digit sales lift and strong sell-through of our limited time Starbucks® SKUs.

CASE VIDEO


Hero Medium: RETAIL EXPERIENCE

Medium Featured On Video: BRANDED CONTENT Pre;BRANDED CONTENT During;BRANDED CONTENT Post;DIGITAL/INTERACTIVE Pre;DIGITAL/INTERACTIVE During;DIGITAL/INTERACTIVE Post;DIGITAL/INTERACTIVE Developed Retailer Site Content;DIGITAL/INTERACTIVE Digital Video;DIGITAL/INTERACTIVE Display Ads;DIRECT Pre;DIRECT Mail;DISTRIBUTION CHANGES During;ECOMMERCE Pre;ECOMMERCE During;MOBILE/TABLET Pre;MOBILE/TABLET During;MOBILE/TABLET Display Ad;MOBILE/TABLET Messaging Editorial Content;RETAIL EXPERIENCE During;RETAIL EXPERIENCE In-Store Merchandizing;RETAIL EXPERIENCE In-Store Video/Kiosk;RETAIL EXPERIENCE Sales Promotion;SAMPLING During;SAMPLING In-Store

Audience: Families

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English