Starbucks – Show your flavour

The Story

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.

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.

The Solution

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. We brought the social aspect of Starbucks to life in KSA by showing that 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 Results


YoY increase in sales


extra bottles sold


impression on Instagram


views of Snapchat geofilter


visitors to the cart


penetration in the non-alcoholic beverage market

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