Starbucks chilled coffee media, sampling event for surging RTD category

RTD coffee brand, Starbucks has announced a major marketing investment this summer, including an out-of-home sampling and advertising activation and supporting paid-for social media activity. This campaign is a part of the largest year of marketing investment to date from the brand.

At a key time of year for chilled coffee sales, shoppers could get their hands on a range of Starbucks RTD SKUs on Old Brompton Road in London from 13th – 15th July, and lay their eyes on the giant billboard showcasing the brand’s range of well-loved products.

Alongside the London-based billboard and sampling event, Starbucks chilled coffee has invested heavily in influencer-based social media promotions. Utilising both Instagram and TikTok, the activation will be promoted to a selection of influencers’ social media followers, engaging consumers primarily ages 18-30.

“As 80 per cent of chilled coffee is purchased on impulse, our summer sampling campaign will bring Starbucks chilled coffee front of mind, and encourage young adults to ‘Pay It Forward’, sharing delicious RTD coffee with someone they love,” said Laura Scott, Senior Commercial Brand Manager.

“Over the past year Starbucks chilled coffee has seen continued growth, and we’re confident that this summer’s campaign will drive further trial, in turn recruiting new shoppers into the RTD coffee category, currently worth £267m. It’s an exciting time for us with multiple campaigns in the pipeline, so this activity is set to be the start of a busy H2.”