In Saudi Arabia, Starbucks had the challenge to increase awareness of the Frappuccino Ready-to-Drink (RTD) range in a market where even though Starbucks is a brand synonymous with coffee, the RTD cold coffee category has a relatively low market penetration. Our goal was to increase not just the knowledge of the brand’s products, but also the category as a whole.
Starbucks is generally seen as a ‘daily luxury’ brand, with a strong experiential element that flows through the brand in the GCC. What was missing with the RTD category was replicating the coffee house experience that creates brand love since the products are available at supermarkets. Our mission was to increase the awareness of Starbucks Frappuccino RTD while also replicating the experience of the coffee house to reinforce the brand credentials of this relatively new drink in the Saudi market.
Taking advantage of the popularity of the brand – we brought the Starbucks coffeehouse experience to life by creating the Starbucks Frappuccino Truck, which visited malls and colleges. The social aspect of Starbucks came to life in KSA through demonstrating Starbucks Frappuccino RTD can be enjoyed anywhere, anytime.
We extended this activation by creating the Daiem Ma’ak/Always with you digital campaign and collaborating with local Snapchat and Instagram influencers to drive dual objectives – raising awareness of the product while also driving patronage to the Truck.
The campaign drove market-leading performance – check out the case study below.