Starbucks

Creating A New Market
Starbucks has revolutionized the way we order, drink and invest in a cup of coffee. But before it was a staple in our daily lives, paying multiple pounds for a cup of coffee was not the norm. Starbucks took on the great challenge of transforming the UK’s coffee market, and in turn changed the face of Britain’s coffee culture.

The Brief
Establish a market for coffee by seeding and developing the Starbucks brand in the UK:
• Build a coffee movement in the UK, positioning Starbucks as the undisputed leader
• Deliver feature and product placement press coverage

The Challenge
Paying premium prices for a cup of coffee was not the norm when Starbucks launched.

The Solution
Take coffee “out of the cup”, promoting a Starbucks’ consumer experience that is both personal and premium: