Starbucks CPG launches Caffe Americano with Milk
Starbucks CPG unveiled the latest addition to its Chilled Classics range in groceries and convenience stores, the Caffe Americano with milk. To mark the launch, the brand helped city commuters to enjoy a little lift whilst on-the-go with a giant ice sculpture installation for one day only at Waterloo Station Concourse on Friday 3rd June from 7am to 7pm.
The activation has Caffe Americano with milk cups suspended in a two-meter high iced wall which encapsulates interactive token-activated vending machines. The ice sculpture will dispense chilled Caffe Americano with milk samples to thirsty commuters in need of a pick me up to enjoy while on the go when they share the event on social using the #chilledclassics @StarbucksUK.
This experiential event launches a wider summer campaign for Starbucks Chilled Classics supported by a series of exciting partnerships and a huge digital and print advertising campaign including multiple Metro placements, a cover wrap and digital OOH and geo targeted mobile media. A partnership with ASOS will include bespoke and inspiring content held on a specially created hub pushed across social media channels, while a partnership with Stylist features a panel of experts coming together in a series of articles, online content and event-based workshops.
The new chilled Caffe Americano with milk is a first to market of its kind in the UK and will expand the Chilled Classics range which is available in grocery and convenience stores nationally. The brand’s chilled coffee portfolio currently leads 59per cent market share, growing at 21.3% YOY and is a core focus area for Starbucks CPG strategic growth ambitions.
Rebecca Kemp - Senior Marketing Manager for Starbucks CPG EMEA said. "The launch of Caffe Americano with milk aims to bring new consumers into the brand who prefer a more coffee forward product. This experiential sampling activity is sure to create an impactful chilled moment for our coffee lovers – we wanted to interrupt the stressful commute with a reminder that it is possible to get a little lift without losing momentum."
"Today’s ice sculpture is a fun way to put the offer of Chilled Classics into context for consumers – giving them a taste of the Starbucks quality coffee anywhere, any place and on the go from their local supermarket or convenience store.”
Claire Irvine, Starbucks Commercial Marketing Manager at Arla Foods, said: “Our ready to drink portfolio aims to bring a quality choice to coffee-lovers outside of our Starbucks stores, and offer a great alternative for busy consumers who may not be able to reach a Starbucks store."
"2016 Chilled Classics campaign will be the largest campaign to date, supported by a full promotional and in store activation from June to August.”
Available in grocery and convenience stores now, Caffe Americano with milk will join the existing Starbucks chilled coffee range of flavours including Caffé Latte, Caramel Macchiato and Cappuccino.
