Starbucks, the UK’s number one RTD chilled coffee brand, is gearing up for a major “experiential activation” over the festive period in a strategic move to extend the chilled coffee sub-category. The campaign will drive trial beyond the key summer sales season and provide seasonal serving twists for the SKU.
The immersive event will see a giant interactive gift tree, inspired by the iconic Starbucks Red Cup, which is synonymous with the start of the festive period, pop up on South Bank in London on Saturday 2 December. As well as the opportunity to get their hands on RTD chilled coffee samples, consumers will be invited to open a numbered door on the tree to reveal a free merchandise gift. For extended reach and emotional connection among both existing and new audiences, consumers will also have the chance to involve friends and family in the brand experience, wherever they are in the world, by sending them festive wishes and a product coupon via a microsite.
The activation, which has been designed to showcase Starbucks chilled coffee point of difference, comes hot on the heels of the success of the brand’s summer out-of-home sampling and festival experiential events. It wraps up the largest year of marketing investment to date for the brand.
“As well as putting Starbucks chilled coffee into the hands of shoppers, our festive sampling campaign is about connecting with consumers and tapping into the excitement of the season to showcase the versatility of chilled coffee throughout the year,” said Laura Scott, Senior Commercial Brand Manager.
“The RTD chilled coffee sub-category is worth £280m, and this is currently predominantly concentrated over the summer months. The activation will inspire new usage occasions to further grow the market and will create a grand crescendo to what has been our biggest year yet for marketing. It is guaranteed to delight shoppers and spread festive joy – not just to those visiting us at South Bank but to friends and families through the ‘Pay It Forward’ element.”