Starbucks
Starbucks
Worked alongside the agency’s field marketing, account and brand management teams to execute experiential marketing campaigns targeted 15 US markets with 114 events activated at and over 203,000 consumers engaged - making 3.8 million impressions.
Since forming the North American Coffee Partnership in 1994, Starbucks and PepsiCo have led the steadily growing RTD Coffee category through innovation and distribution. This partnership created the category more than 20 years ago with the launch of the iconic bottled Frappuccino drink, and now offers more than 50 RTD coffee beverages. To date, Starbucks RTD segment has approximately 88 percent market share in the RTD coffee category and 73 percent market share in the overall RTD category[1], and has grown to more than $2B annual retail business out of the $2.1B overall RTD category[2].
[1] IRI Latest 52 weeks ending Oct 1, 2017, Total US Multi Outlet Channel
[2] IRI Latest 52 weeks ending Oct 1, 2017, Total US Multi Outlet Channel