STARBUCKS + EDELMAN
STARBUCKS VIA READY BREW LAUNCH
Connecting Starbucks VIA With Culture
Starbucks and their agency, Edelman, were gearing up for the launch of their instant coffee line, VIA, and wanted to introduce the new product to the creative community and influencers.
STARBUCKS+EDELMAN
STARBUCKS VIA BRAND LAUNCH
The marketplace was cluttered and Starbucks wanted to differentiate by integrating into culture and allowing tastemakers to try the product and evangelize it within their own spheres of influence.
We activated at select events including seeding and sampling at Vogue’s Fashion’s Night Out at Henri Bendel, Super Saturday in the Hamptons, Rachel Zoe’s LA holiday party, select Sephora stores in NYC, and The NFL’s Super Bowl Lounge.
We also secured New York Times scent critic Chandler Burr to serve as a spokesperson for VIA: Flavors Brand.
Starbucks VIA hit the $100M sales mark within 10 months, and their US market share reached 30% of the premium single serve / pod coffee category.
To introduce STARBUCKS VIA instant coffee to tastemakers, we activated at key cultural moments including seeding and sampling at Vogue’s Fashion’s Night Out at Henri Bendel, Super Saturday in the Hamptons, Rachel Zoe’s LA holiday party, and The NFL’s Super Bowl Lounge. Starbucks VIA hit the $100M sales mark within 10 months, and their US market share reached 30% of the premium single serve / pod coffee category.
