Starbucks Blonde Espresso
My work on this project started with naming and leading a team to unearth viable options. After an exhaustive exploration and more than a few tastings, I recommended Starbucks Blonde Espresso. Next the team of designers, writers and creative leaders from Starbucks traveled to California to collaborate with 72 & Sunny’s creatives and strategists. We merged teams from the agency and Starbucks to get fresh thinking. The collaboration kicked off with a customer insight: many people think Starbucks Espresso is too bold and intense. And a strategy: Now there’s a new espresso that’s smooth and sweet.
The result? Starbucks sold a ton of beverages crafted with Blonde Espresso.
Writer: Lisa O’Brien. Print ad.
In-store banner, back.
In-store banner, front.
Menu panel takeover, announcing the news.
Back of bar, point of purchase.
Customer sampling tray.
