It’s 1971. Washington DC. Three teachers got together with the conviction of selling high quality grains of coffee and equipment, presenting it in a

very warm, cozy atmosphere.

Starbucks was born. And before we could see the franchise giant of today, it’s been a long run.

But even though, everybody knows the name, Starbucks has a small issue: people isn’t aware, th

at they also sell international coffee…

Creative Strategy

Fiorentino – Jucu – Patino

1 Creative Strategy - Starbucks Fiorentino – Jucu – Patino

Creative Strategy Template

1. Communications Objectives

• Engage consumers with the ages of 25 and up, to embrace the idea of getting high quality gourmet-style food, which helps them keep a healthy lifestyle.

2. Creative Strategy Statement (Each section should be answered with no more than one or two sentences.

a. Primary and any secondary target audience profiles

i. Males and females of the age group 25 and up

b. Competition/Positioning—meeting customers’ expectation

i. Dunkin Donuts, Teavana.

c. Key Benefit

i. Gourmet-style food, combined with a vast variety of high end quality coffee, and a warm, cozy place to enjoy it.

d. Promotional Mix

i. Social media such as Facebook, Twitter, POP, Outdoor advertising.

2 Creative Strategy - Starbucks Fiorentino – Jucu – Patino

Sample Creative Brief

1. Key consumer benefit

a. Think about: WIIFMs = Benefit

i. The best quality and variety in the market.

2. Consumer problem the advertising solves

a. Consumers are not aware that Starbucks sells coffee from all around the world.

3. Advertising objective(s)

a. Remind existing customers and bring awareness to potential customers that Starbucks sells coffee from different parts of the world.

b. Convey diversity.

4. Competition—who are they?

a. Dunkin Donuts

i. Restaurant that offers over 50 varieties of doughnuts and different types of coffees. Also offers breakfast items such as sandwiches, and bagels.

3 Creative Strategy - Starbucks Fiorentino – Jucu – Patino

5. Target audience (to whom are we speaking?)

a. Males and females 25 and up

b. Tone is warm and inviting

6. Creative Strategy

a. Prospect definition:

i. What do you need to hear to take action?

• Try something different.

ii. What do they think now?

• They sell good lattes and the best Frappuccino’s

iii. What do you want them to think?

We have different coffees from around the world. Why not try them all?

Quality and variety is superior over its competitors.

b. Principal competition:

o Dunkin Donuts

c. Consumer benefit: Why they should buy it?

o High end quality coffee, in different variations, from different parts of the world.

o They cannot find any other coffee shop that offers the same quality and variety.

o The coffee shops are a warm and cozy place to work, study and socialize with free internet and good quality furniture.

4 Creative Strategy - Starbucks Fiorentino – Jucu – Patino

d. Reason why: Why they should believe it?

o Starbucks has changed the idea of drinking coffee in America for the past 30 years.

e. What’s the big idea?

• Headline

o Colombian coffee.

• Tagline

o Taste the world.

Campaign mock-up:

5 Creative Strategy - Starbucks Fiorentino – Jucu – Patino