However-You-Want-It Starbucks Frappuccino® Blended Beverage

The New Customizable Frappuccino

Promotional Campaign

• Durham College and UOIT students, staff and professors

• Loyal Starbucks customers

• Customers that like to customize their drinks

Target Market

Observation

● Based on observations at the full service Tim Horton’s on the second floor of Durham College, approximately 90% of people purchased a beverage (1HR observation)

StatisticsIn Canada, the average drinks purchased per week for students aged 18 - 24 are listed below in the picture:

Launches in Starbucks stores nationwide starting Feb. 8, 2015 through Feb. 29, 2015

There will be 3 stages to the However-You-Want-It Starbucks Frappuccino Campaign based on the Starbucks branding messages

1. “Express Your Love”

2. “Put Yourself Into It”

3. “The New Customizable Frappuccino”

About the Campaign

“Express Your Love”

▪Running from February 8th – 12th

▪Photo booth set up in the PIT of Durham College

- Ask students to post their photo on Instagram with #ExpressYourLove

▪Students taking a picture will receive a buy one get one free Frappuccino coupon

“Put Yourself Into It”• Running February 15th – 16th

• A sample booth set up in the PIT of Durham College

• After sampling Starbucks’ Frappuccino, students can:

- Tweet with a specialized hashtag and/or

- Sign up for My Starbucks Rewards loyalty card

New Members receive 5 stars | Existing Members receive 10 stars

“The New Customizable Frappuccino”• Running February 16th – 26th

• Scavenger hunt with Starbucks prizes

5 - $25 Starbucks gift cards

10 - $10 Starbucks gift cards

15 - $5 Starbucks gift cards

10 - vouchers for a free Starbucks Frappuccino

TAKE ME!

• Posters

• Flyers

• Radio advertisements

(Riot Radio)

Advertising & Social Media

There are many benefits to creating your own beverage.

● You pay for what you really want in your drink

● Targets individual needs; made for everyone to enjoy

● Higher sales

● Higher customer satisfaction; more loyal customers

For example: if a person is vegan, they can change your drink to include soy milk. If

someone likes sweet drinks, they can choose toffee. If someone is health conscious,

they can add protein to their drinks.

Customization Benefits

Conclusion

This campaign will let customers have the power to create their drinks, offering a unique experience allowing them to hold the power to mix the numerous ingredients blending their frappucino. By implementing our three unique, creative and fun Happy Hour events, we are determined that students will be buzzing about our new Starbucks Frappuccino campaign and showing off their artistic drinks on their way to class.

Thank You