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The Starbucks CPG beverage team wanted generate buzz with consumers and employees (partners) for a new product launch which also coincided with two line extensions. We placed one of three drinks on desks and followed up with an email message explaining that the drink had been selected based on the individuals’ personalities. The drop was hugely successful. People secretly switched drinks with their late-arriving co-workers and the hallways buzzed with “Which drink did you get?” conversations. The creative concept and copy were later incorporated into a microsite.
Created in-house at Starbucks.
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