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Starbucks Coffee Company
Starbucks 'Sparks'

RAN IN: United States

CLIENT
Starbucks Coffee Company

Jennifer Berger, Director, Marketing & Advertising
Chris Bruzzo, VP, Brand Content and Online
Melissa Cole, Manager, Marketing & Advertising
Terry Davenport, SVP, Global Brand Creative
Molly Webber, Manager, Marketing & Advertising
Alexandra Wheeler, Director, Online Strategy

AGENCY
BBDO New York *Lead Agency

Nick Bartle, EVP, Director of Account Planning
David Lubars, Chairman, Chief Creative Officer
Jeffery Mordos, Chief Operating Officer


PHD *Lead Agency

Neil Capobianco, Group Account Director


Blast Radius


Edelman


SUMMARY

In 2007, Starbucks - the company who had literally changed the way a nation thought of, spoke about and drank coffee - was facing its biggest-ever threat. With stalled sales, a falling stock price and a weakened brand image, Starbucks needed renewed meaning in a fast changing world. Using its size for good, we wanted to amplify Starbucks' role in the community, by "sparking" community action. Five "sparks" were created that resulted in significantly increased key brand measures and extremely successful consumer engagement.


Hero Medium: TV

Medium Featured On Video: TV, Interactive, Print

Audience: Build or change corporate image,Speak to brand influencers

Type: Business to Consumer

Classification: National

Language: English