Starbucks:
Creating compelling “second place” campaigns
Starbucks is a well-known brand that initially gained popularity through its retail stores and barista-crafted beverages, not its packaged coffee. Our task was to replicate the brand's success in cafes by bringing it into the coffee aisle and convincing shoppers that Starbucks deserved a place in their homes (the “second place”). Through an emotionally resonant campaign and comprehensive activation, we successfully transformed Starbucks cafe goers into loyal customers of its packaged coffee.
Seattle’s Best Coffee:
Why America doesn’t “Run on Dunkin’. “
Owned by Starbucks, Seattle's Best Coffee was looking to set itself apart and to create brand awareness in the CPG category at the same time that Dunkin’ Donuts was entering the category with their K-Cup pods. Our goal was to reach the mainstream coffee drinker and let them know that Seattle’s Best was an upgrade in their coffee choice. Using Dunkin’ Donuts’ famous slogan “America runs on Dunkin’ ” as a starting point, we brought Seattle’s Best to life in a humorous way with a comparative ad campaign across all major channels.
