Starbucks
Art Direction
Strategy
Campaign Launch
Launch Starbucks New Fruit Tea into the already cluttered fruit tea market in China
STRATEGY
Drive uniqueness by anchoring “tea cloud” as a new sensorial experience
Establish new occasions and new ways to experience the product e.g. after 3pm/Tea time for a coffee business
RESULTS
+ 50% vs target on impressions
272% increase in click through
1.5% conversion
Tea index +7 points