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Middle East: +971 (0)4 313 2557
Asia: +65 (0)8571 3432
The Methodology- 35 x IDIs over 5 markets- UK, FR, DE, UAE and KSA
"Consumers were more likely to connect with a new product if there was aspects of familiarity to them and to their idea of the holiday season..”
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Introduction
This aim of this project was to develop and understand consumer feedback on a new holidays campaign concept for Starbucks. The task was to assess/test new brand concepts, 4 x new products (and the way they will be marketed) and 4 x short video storyboards for each product and how this relates to the brand concept.
Insights
The main aim was to understand if consumers 1) understand the elevated moment the brand will present in their concepts, 2) if there is emotional resonance and if they 3) understand the taglines presented as intended. The concepts we focused on were: • Advertising concepts around moments The intent is to bring to life the enjoyment of the moment through wonderful photography. • Advertising concepts around products The intent is to bring to life the appeal of the products through wonderful photography of ingredients & their creation. • Advertising concepts around products and moments The intent is to place an iconic product (the iconic Starbucks Red Cups) at the heart and soul of a memorable moment shared between friends and/or loved ones.
Results
The results of this campaign showed that bringing concepts of ‘moments’ to the advertising strengthened the brands position as it added an elements of relatability and emotions to the campaign. Consumers were more likely to connect with a new product if there was aspects of familiarity to them and to their idea of the holiday season.
