Starbucks Coffee Company (NASDAQ: SBUX) aims to grow share of the 40 percent of U.S. coffee drinkers 1 who say they prefer a lighter roast by using an innovative cross-channel campaign to win them over to Starbucks® Blonde Roast. Starbucks has already seen significant success since introducing its lighter roast coffee last year. Starbucks® Blonde Roast packaged coffee sales were 79 percent incremental in grocery and 70 percent incremental at Starbucks retail stores, driving growth across all channels in the nearly $1 billion light roast coffee segment. 2
- Customers can get a free Tall (12 fl. oz.) Starbucks® Blonde coffee for themselves by sharing a Starbucks Card eGift with a friend through a new desktop and mobile-enabled Facebook app accessible at apps.facebook.com/starbucksblonderoast. The app features uplifting Light Note cards to share with friends as a fun and humorous way to share a taste of Starbucks® Blonde Roast.
- Starbucks® Mobile cafés will pop up in Boston, New York, Washington D.C., Philadelphia, Chicago and Dallas where, for three weeks each, they will offer free samples of Starbucks® Blonde Roast and Vanilla Blonde coffee along with vouchers for a free Tall (12 fl. oz.) Starbucks® Blonde Roast coffee or Vanilla Blonde5 and $1 off Starbucks packaged coffee and Starbucks K-Cup packs to passersby.
- A dozen ambassadors donning coffee-filled jet packs will also hit local streets in these cities to share tastes of Blonde Roast coffee with those who can’t make it to the mobile cafés.
- More than 8,000 food, drug, and mass grocery retailers will offer Starbucks® Blonde Roast to shoppers down the aisle – the biggest sampling effort down the aisle in Starbucks history.