Refreshing Taste, Plant-Based Innovation: Starbucks Almond Chilled Coffee Hits Asda Shelves
The goal of this campaign was to encourage trial and educate consumers about Starbucks Almond Chilled Coffee, exclusively available at Asda stores. The focus was on promoting the new almond, plant-based iced coffee and encouraging customers to share reviews on the Asda website.
Campaign Strategy:
- Product Sampling and Dialogue: Staff were responsible for handing out samples of Starbucks Almond Chilled Coffee, and engaging customers with key product messages.
- Refrigerated Logistics: On-site refrigerated vehicle with a dedicated driver to maintain a consistent supply of chilled samples throughout the event day.
- Educational Engagement: The team aimed to inform consumers about the product’s features, such as being vegan-friendly, containing a blend of espresso roast and creamy almonds, and being part of a range that includes Caffe Latte, Cappuccino, and Caramel Macchiato.
- Brand Messaging Consistency: Ensured the communication was consistent with Starbucks’ branding, emphasising the product’s exclusive availability at Asda, its Fairtrade certification, and its affordability.
Execution:
- Effective Staffing and Training: EXECUTIONAL provided a team of staff who were trained to understand and convey the key aspects of Starbucks Almond Chilled Coffee and the broader product range.
- Engaging Customer Interactions: Staff members actively approached customers, offering samples with friendly and informative dialogue.
- Promotional Review Encouragement: Explored ways to motivate customers to write online reviews, enhancing the product’s visibility and credibility.
Impact:
The campaign successfully introduced Starbucks Almond Chilled Coffee to a wide audience, fostering product trial and awareness. The staff’s engaging approach and informative interactions effectively conveyed the unique qualities of the product, aligning with Starbucks’ reputation for quality and innovation in coffee products. Encouraging online reviews as part of the campaign also aimed to enhance consumer engagement and feedback for future marketing strategies.
