Starbucks
Background
Doubleshot Energy consistently provides people the boost of energy to survive the morning lull without the hassle of going to a physical storefront.
Starbucks Doubleshot energy
Problem
Starbucks energy drinks hide in dingy vending machines. The energy drink market is run by eye-catching competitor brands that outshine Starbucks.
“I religiously drink energy drinks to feel like someone who got a good night’s rest.”
Ask
Develop a 360-degree campaign to position Doubleshot as the preferred caffeine beverage.
Energy-drink sales in the U.S. were up 56% last year since the summer of 2019– many use caffeine for a leg-up during the ongoing transition back to in-person work and hectic social calendars
Energy-drink consumers prioritize a balance of being successful and maintaining happy relationships, especially ties to beverage brands they’re loyal to
The caffeine cult
The cost
The opportunity
The idea
Starbucks can be the first artificial energy provider to:
Battle sleep deprivation proactively
Invite the caffeine community to take on healthy habits
Propose to the caffeine cult that Doubleshot Energy tastes like a good night’s sleep.
the strategy: creating the city that sleeps
Hustling millennials are constantly forcing their bodies to fight sleep with caffeine, whether it’s to pump up before a 5 o’clock meeting or to reduce jet lag in-between time zones.
But, there is a cost to sleeplessness:
Reduced productivity
Decreased concentration and focus
Increased risk of mental health disorders
Starbucks will change the narrative and introduce the oddest collab: caffeine and sleep.
Starbucks will challenge energy drink enthusiasts in NYC to sip strictly between the hours of 8 a.m. and 12 p.m. on World Sleep Day (March 15, 2024).
With a single Doubleshot Energy, the brand will help busy bees get through the day AND give them a taste of real sleep.
