+Creative Brief F’real Milkshakes and Starbucks Coffee: A Coffeehouse

Where You Least Expect it

Starbucks without the line. The Starbucks Coffee empire has spread nationally and internationally, offering quality, delicious coffee with both home blends and drinks at stores. But Starbucks’s popularity has worked against itself: Waiting in line for a drink, especially at peak hours, can be tedious and frustrating. Meanwhile, the F’real Milkshake brand provides quick, easy, tasty milkshakes at gas stations and convenience stores for people on the go. Combining these two products will allow consumers to have a fresh frappuccino through blending pre-packaged ingredients. This is coffee in real places for real people, an option to simplify a hectic life in a hectic world.

Offering ten different flavors, the Starbucks F’real F’rappuccino machine will provide an automated alternative to the Starbucks coffee shop. Customers will walk in to a convenience store, approach the machine, choose a flavor, and seconds later will have a just-mixed frozen blended drinks. An extra, alternative option for another flavor will be available seasonally.

Available flavors:

• Caffè Vanilla

• Caramel

• Cinnamon Dolce

• Coconut Crème

• Coffee

• Java chip

• Mocha

• Strawberries and Crème

• Tazo Chai

• White chocolate mocha

• Optional seasonal extra flavor

Target market:

• The ordinary, busy person who is in a rush to complete errands, commute, take care of the family, and stay energized all day.

• Specifically meant for Starbucks customers who want a faster, easier alternative to waiting in line at a store.

• A card slot will allow loyal customers to swipe their Starbucks Gold Card to receive points and benefits.

• The blending bar will be welcoming and inviting, bright and contrasting from the drab coffee machines in a gas station.

How does it work? A customer chooses a flavor and picks out the flavor cup. If the customer is a Starbucks cardholder, he or she can swipe his or her card after having chosen the flavor. The customer peels off the aluminum top to break the airtight seal and puts the pre-prepared ingredient cup in the machine’s cylindrical cupholder. Then, the customer chooses the desired f’real f’rappuccino thickness on an interactive touch screen, and the machine lifts the ingredient cup into the mixer where it blends the ingredients to make a freshly made frappuccino. The drink then descends, and the customer goes on his or her way.

Starbucks joins with F'real Milkshakes to make getting a frappuccino easier, faster, simpler.

Not all towns have a Starbucks, and not all people have time to wait in line for a coffee drink.

Starbucks Coffee is available at Starbucks stores.

+Guerrilla Marketing F’real Milkshakes and Starbucks Coffee: A Coffeehouse

Where You Least Expect It

2

Product Benefits

Starbucks will become even more accessible to the public and will reach rural areas that might not have a local Starbucks. These machines will appeal to a customer who needs coffee quickly without having to stop and wait for a drink to be made. Although a customer will lose the Starbucks Coffee Shop atmosphere, he or she will gain a quick, efficient way to get a favorite drink while on the go.

Customer Benefits

These machines will be easy-to-find (especially with a locator phone app), timesaving, and user-friendly. Rather than waiting in line to order and getting a drink, the Starbucks F’real F’rappuccino machine will bypass the wait.

Support

Advertising will appear in several venues: print ads for periodicals, a 30-second spot for television, and a guerrilla marketing campaign in shopping malls with see-through elevators. The print ads will display several of the available flavors with the tagline “It’s Starbucks without the line,” underlining the frappuccino’s timesaving properties and how quickly you can grab a frappuccino while on the go. The ads will go in women’s lifestyle magazines, news periodicals, and entertainment periodicals such as Entertainment Weekly and Rolling Stone. The 30-second spot will appear on the major networks (ABC, CBS, NBC, Fox) and will detail the busy, errand-filled day of an average American woman who is going through a checklist of “things to do.” As she checks each item off her list, she eventually decides she needs coffee but realizes the line is too long. Discouraged, she goes to get gas, and when she goes inside the station, she finds the Starbucks F’real F’rappuccino machine and quickly gets a tasty, delicious frappuccino. The guerrilla marketing ad will appear in shopping malls with see-through elevators. Ingredients will pour on top of the elevator shaft into the frappuccino cup, which will lower up and down as the elevator moves, much like the cup will in the F’real Starbucks machine.

Tone

The tone of the ads will present to customers an alternative to visiting a Starbucks. A customer can buy a tasty, frozen, blended drink without the inconvenience of waiting in a crowded store. The tone will present how simple it is to use and how it cuts down time. The tone will not disparage Starbucks’s existing coffee shops; instead, the ads will appeal to its time-saving, quick properties. We are trying to attract a group of customers who so far have avoided the Starbucks experience while giving another choice to those who are already repeat customers.

Brand Character

Key words will include: convenient, timesaving, easy-to-use, user-friendly, quick, efficient, delicious. The ads will show that the machine saves time without sacrificing flavor or quality.

Advertising Theme Ideas

Woman in 30-second spot could appear in other ads as well to create continuity. The ads will feature clear, sleek, simple advertising to draw in the viewer and display that this product is for the modern world and everyday life on-the-go.

+Guerrilla Marketing F’real Milkshakes and Starbucks Coffee: A Coffeehouse

Where You Least Expect It

3

Guerrilla Marketing Campaign

Description

Our guerilla marketing campaign would be placed on elevators, specifically, glass elevators found in malls or other large shopping centers. An ad would appear on the elevator shaft as if it were the F’real F’rappucino. We would have a large picture of a F’real Frappuccino placed on the glass of the elevator wall that faces out into the mall or public space. The elevator’s ascension creates the illusion of the cup going into the machine. A panel of buttons would appear on the illustration of the machine at the top of the elevator shaft. We could also have large cut outs of any ingredients found in our F’real F’rappuccinos. They can be placed on the top floor as well, symbolizing the fresh ingredients that go into our product. Goal

This method would be a fun, unique way of advertising our F’real F’rappuccino. A glass elevator with a giant cup on the side will draw attention and evoke curiosity. The elevator shaft as the F’real machine will also show potential customers how the F’real F’rappucino is made.