Starbucks @ Home
Until 2008, Starbucks got away with zero advertising effort, yet everyone knows it by name. But when major competitors like Dunkin’ Donuts and Seattle’s Best moved to people’s kitchen counters, Starbucks’ top-of-mind dominance started to shrink. Something had to be done and Starbucks Coffee at Home campaign was born.
We introduced 16 blends and varieties of Starbucks for the home via print ads and online banner ads. All materials directed users to starbuckscoffeeathome.com.
The elements in the website were similar to what Starbucks fans find in stores–fun, casual chalkboard art and the freedom to bend your coffee to your liking. The site’s main feature was the Coffee Chooser, where users were quizzed how they like their coffee according to body, balance, acidity, etc. We then sent them a sample of the coffee variety that matches their answers.
The results were overwhelming: 20,000 coffee samples gone in a week and 2,000 unique visitors to the site per day. Not bad at all.
Launch Site »
Credits: Creative Direction, Design, Illustration + Animation
Build: Your-Majesty
Studio: Draftfcb NY
Client: Kraft + Starbucks
We introduced 16 blends and varieties of Starbucks for the home via print ads and online banner ads. All materials directed users to starbuckscoffeeathome.com.
The elements in the website were similar to what Starbucks fans find in stores–fun, casual chalkboard art and the freedom to bend your coffee to your liking. The site’s main feature was the Coffee Chooser, where users were quizzed how they like their coffee according to body, balance, acidity, etc. We then sent them a sample of the coffee variety that matches their answers.
The results were overwhelming: 20,000 coffee samples gone in a week and 2,000 unique visitors to the site per day. Not bad at all.
Launch Site »
Credits: Creative Direction, Design, Illustration + Animation
Build: Your-Majesty
Studio: Draftfcb NY
Client: Kraft + Starbucks