Case Study

Starbucks Coffee Company
Banana Frappuccino Launch

Starbucks Coffee Company came to The Powell Group looking for a way to introduce two additions to its popular Frappuccino drink line to the Dallas, Houston and San Antonio markets. Goals for the premiere of the Banana Coconut Frappuccino® blended coffee and Bananas and Crème Frappuccino® blended crème were to create sampling opportunities and build awareness for the new beverages.

The Powell Group helped Starbucks conceive and implement an uplifting event to surprise and delight consumers and create exposure for the new banana-flavored Frappuccinos. Thanks to Starbucks, thousands of school children and visitors were surprised with a complimentary day at the Dallas, Houston and San Antonio Zoos. Event elements included, a presentation of more than 300 pounds of bananas to each zoo – enough to feed all the monkeys and lemurs for more than a week. Chill Patrol teams provided customers with the perfect escape from the hot day – samples of the two new banana-infused Frappucinnos. Blender bikes were on the scene for a unique and interesting way to make the blended beverages. Zoo guests received Banana Coconut Frappucinno stickers as they arrived and free bananas as they left. Results from an associated survey asked consumers “What Would Make Them Go Bananas With Excitement” provided additional chatter for the media.

The Texas media went bananas for this fun-filled community day, receiving day-of coverage in all three markets. Highlights included live segments on top-rated morning shows, chatter on area radio stations and appearances on the evening news, as well as print coverage. The event successfully garnered media and sampling exposure, while also building goodwill with consumers in the Dallas, Houston and San Antonio communities.

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