Starbucks

Replicating the US model by increasing the reach of the Starbucks brand making it available outside the coffee shops as well as inside consumers’ homes was a key focus.

Successes included defining a new chilled coffee category and developing a portfolio of Ready-to-Drink brands, defining the launch plan and successfully partnering with leading retailers to gain distribution supported by 360 degree activation.

To capitalise on the in-home coffee market, the Starbucks Verismo machine was launched to premium department stores to coincide with the Christmas period. An exclusive launch in Selfridges, followed by Harrods, House of Fraser, Debenhams and John Lewis supported by consumer engagement at The Ideal Home Show, and PR, Media and QVC activity paved the way for a successful supermarket rollout.