Starbucks brews up venti integrated campaign

July 11, 2006 by
 

Starbucks is pushing two new drinks, Iced Starbucks Coffee and Iced Tazo Tea, through a multi-tiered cross-Canada campaign dubbed Summer’s here…It’s time to chill!, orchestrated with the help of Consumer Impact Marketing (CIM). The campaign includes an out-of-home sampling promotion at grocery stores in Vancouver, Calgary and Toronto as well as a print element in the Globe & Mail that includes a recipe insert. The insert features summer drink and BBQ recipes developed by The Food Network’s License to Grill host Rob Rainford. Starbucks will air spots on The Food Network to complement the insert and will run an on-line contest in conjunction with the other promo elements. The campaign, which is already under way, will wrap in August.

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