Starbucks Cold Brew

SITUATION

Capitalizing on their popular cafe beverage, Starbucks wanted to launch Cold Brew Concentrate product to grocery stores. The launch campaign needed to convey the same smooth and delicious taste while making it clear that it was concentrate made at home. And one that could be easily customized and enjoyed.

SOLUTION

A cold brew that’s “Smooth. Delicious. And Perfectly Yours” rolled out in a fully integrated campaign led with video and social media demonstrating the deliciousness of the new, make-at-home coffee.

Starbucks® Cold Brew Concentrates campaign proved to be red hot, capturing lost café share and securing the #1 dollar share of cold brew throughout the summer.

Grew Starbucks dollar share of the in-aisle cold brew category from 8% to 37%

Grew total at-home non-refrigerated cold brew category +31% vs. 2019

96% positive sentiment across social channels