Starbucks:
Creating compelling “second place” campaigns
Starbucks gained fame through its cafes, not its packaged coffee. Our challenge was to extend its success to the coffee aisle, positioning Starbucks as a staple in shoppers' homes (“second place”). Through an emotional campaign and strategic activation, we converted cafe enthusiasts into loyal packaged coffee customers.
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.
