1. However-You-Want-It Starbucks
Frappuccino® Blended Beverage
The New Customizable Frappuccino
Promotional Campaign

2. • Durham College and UOIT students, staff and professors
• Loyal Starbucks customers
• Customers that like to customize their drinks
Target Market

3. Observation
● Based on observations at the full service Tim Horton’s on the second floor of
Durham College, approximately 90% of people purchased a beverage (1HR
observation)

4. Statistics
In Canada, the average drinks purchased per week for students aged 18 - 24 are listed below in the
picture:

5. Launches in Starbucks stores nationwide starting Feb. 8, 2015 through Feb. 29, 2015
There will be 3 stages to the However-You-Want-It Starbucks Frappuccino Campaign
based on the Starbucks branding messages
1. “Express Your Love”
2. “Put Yourself Into It”
3. “The New Customizable Frappuccino”
About the Campaign

6. “Express Your Love”
▪ Running from February 8th – 12th
▪ Photo booth set up in the PIT of Durham College
- Ask students to post their photo on Instagram with #ExpressYourLove
▪ Students taking a picture will receive a buy one get one free Frappuccino coupon

7. “Put Yourself Into It”
• Running February 15th – 16th
• A sample booth set up in the PIT of Durham College
• After sampling Starbucks’ Frappuccino, students can:
- Tweet with a specialized hashtag and/or
- Sign up for My Starbucks Rewards loyalty card
New Members receive 5 stars | Existing Members receive 10 stars

8. “The New Customizable Frappuccino”
• Running February 16th – 26th
• Scavenger hunt with Starbucks prizes
5 - $25 Starbucks gift cards
10 - $10 Starbucks gift cards
15 - $5 Starbucks gift cards
10 - vouchers for a free Starbucks
Frappuccino
TAKE ME!

9. • Posters
• Flyers
• Radio advertisements
(Riot Radio)
Advertising & Social Media

10. There are many benefits to creating your own beverage.
● You pay for what you really want in your drink
● Targets individual needs; made for everyone to enjoy
● Higher sales
● Higher customer satisfaction; more loyal customers
For example: if a person is vegan, they can change your drink to include soy milk. If
someone likes sweet drinks, they can choose toffee. If someone is health conscious,
they can add protein to their drinks.
Customization Benefits

11. Conclusion
This campaign will let customers have the power to create their drinks, offering a
unique experience allowing them to hold the power to mix the numerous ingredients
blending their frappucino. By implementing our three unique, creative and fun
Happy Hour events, we are determined that students will be buzzing about our new
Starbucks Frappuccino campaign and showing off their artistic drinks on their way
to class.

12. Thank You