As the largest announcement in company history, it was paramount to communicate how the launch of Starbucks VIA™ Ready Brew, an instant coffee as satisfying and rich as a traditional cup of Starbucks-quality brew, extended the premium brand experience through packaged goods and established a groundbreaking new standard in an entrenched product category. Starbucks had to demonstrate how Starbucks VIA strategically aligned with the overall brand, deepening the company’s position as the leading coffee authority and enriching daily coffee rituals. To do this, the agency spearheaded a multi-tiered media, influencer and consumer engagement campaign over a nine month period to prepare audiences and announce the test market and national rollouts of Starbucks VIA. A successful multi-phase and segmented campaign succeeded in changing public expectations and measurably driving consumer trial of Starbucks new product entry. According to Starbucks Q1 FY2010 earnings report, the retail launch of Starbucks VIA in North America drove nearly half of the increase in the average value per transaction. Coffee lovers will never again be without great coffee.

1. CONTEXT & CONSIDERATION a. National Starbucks VIA unveil (Feb.)• Preview events with CEO for top consumer, culinary and business media, analysts and influencers to secure widespread coverage and awareness.2. AWARENESS.

a. Test Market Launches (Mar. – Aug.)• Consumer media blitz to announce product availability and maintain momentum.• Consumer preview events and collaboration with local influencers to generate buzz and drive purchases.b. Media Engagement (Mar. and Sept.)• Strategic outreach to consumer and business press.• Mitigate negativity through rapid-response team.c. National Road Trip (Sept.)• Created YouTube webisodes to showcase portability of product and drive online conversation.

3. TASTE & TRIALa. Influencer Sampling (Feb. – Sept.)• Major national and local events: Fashion Week, Oscars, Top Chef, etc.• Ambassador program to evangelise product across lifestyle groups.b. National Taste Challenge (Sept. – Oct.)• Customer outreach to drive store traffic, awareness and product trial.

1. RESET INFLUENCER EXPECTATIONS:• Secured attendance and endorsements from 150+ influencers at Seattle, Chicago, San Francisco and New York City preview events.

• “I liked the instant better than the brewed.”– Diane Sawyer, Good Morning America, 9/29/09.2. STIMULATED CONSUMER TRIALS: • Drove 240,000+ sample requests to Starbucks.com within 36 hours.• 27,000+ attendees sampled product at 25+ influencer events and 11,000+ stores drove Taste Challenge trials.• Ranked among top Amazon sellers over the 2009 holiday season for net sales and customer satisfaction.• “... [Tried] the challenge.... And every time, I got it wrong…didn't see that coming.” – Tightwad Tod, Consumer Reports “Money Blog,” 10/08/09.3. SOLIDIFIED REPUTATION: • Secured 3,100+ media placements and 600+ million impressions in target outlets like USA Today, AP, Good Morning America and SlashFood.• Generated 74 percent message pull-through overall and 20 percent message penetration spike around the national launch.