Launch of Starbucks Premium Instant Coffee

In 2020, Starbucks was launching a new product line of premium instant coffees to make at home. Given the pandemic realities, it was the perfect time to launch a new at home product and we leveraged that in our launch strategy. Through social listening, we found every day felt like Groundhog Day to our customers and we decided to “Stir it Up” with our launch, which coincidently is all it takes to make this coffee. We used Tan France from Queer Eye as our talent because he’s known to stir it up on the show and is a self-proclaimed Starbucks super fan. The launch was extremely successful with 92 media placements and over 3B impressions.