Starbucks Brand Page at Walmart.com
Each flavor was highlighted with its own custom brand page
Influencer content was posted on Instagram
In-Store signage promoted digital content
Digital
Social
Point-of-sale
CHALLENGE
Starbucks limited-time seasonal flavors come and go, so shoppers are settling for less exciting mainstream coffees outside key seasons. We were asked to find a way to sustain that excitement during periods that are traditionally seen as flat or down-time
ACTION
Flavors allow Walmart shoppers to seek out “the familiar” while exploring something special in the coffee category. We would highlight Starbucks' everyday flavors, like vanilla, for a better, everyday cup all year long. We accomplished this by partnering with influencer Kim Spaetti who would become the shopper's guide, showing them ways to celebrate each flavor as if it were its own limited-time seasonal offering on a custom Walmart.com brand page. The brand page featured recipes and entertaining ideas, which were also demonstrated on Kim's Instagram feed. We also developed in-store signage that could help shoppers find the featured product down the aisle.
RESULT
Walmart customers love it! Starbucks experienced an 8.35% increase in sales, outpacing the category by 5.83%.
ROLE
Concepting/Ideation
Art Direction
Design
Illustration
TEAM
Creative Director: Liz Gazal
Senior Art Director: Mike Wozniak
Copywriter: Blair Carlisle