Arla and Starbucks prepare heavyweight push for chilled coffees
Arla Foods will support the national launch of Starbucks Discoveries chilled coffees and Starbucks Doubleshot espresso drinks with a heavyweight advertising and marketing integrated campaign.
The two companies are working closely with agency Saatchi & Saatchi to create the campaigns, which will launch in May and June respectively.
Campaign activity will include outdoor poster advertising sited near supermarkets and advertising in Starbucks stores. A digital campaign that will tap into Starbucks’ loyal followers through online sites such as Facebook, print advertising in popular women’s titles and a radio campaign built around the idea of ’escapism’ will also be part of the push.
The two ready-to-drink coffee ranges will be sold in the chilled section in all major supermarkets, convenience stores and petrol stations from later this month. They will also be available in every Starbucks coffeehouse throughout the UK from May.
The Starbucks Discoveries chilled coffee range is available in three varieties: Seattle Latte, Aztlàn Mocha Latte (chocolate flavour) and Qandi Latte (caramel flavour).
The Starbucks Doubleshot Espresso & Milk drink is a canned blend of two shots of Starbucks espresso and milk.
Arla Foods has signed a licensing agreement with Starbucks for the manufacture, distribution and marketing of Starbucks-branded premium chilled coffee drinks, which will be produced at Arla Foods’ subsidiary Cocio Chokolademælk in Denmark.
Rich DePencier, vice president, Starbucks global consumer products international, says: “Starbucks Global Consumer Products business allows us to extend the Starbucks Experience to consumers beyond our coffeehouses. The success we have had bringing ready-to-drink coffees to consumers in North America and Asia demonstrates the global potential of the business and we are proud to join with Arla Foods to bring our premium ready-to-drink coffees to consumers in the UK.”
Arla’s commercial director, Simon Stevens, adds: “We believe there is a real opportunity to transform the ready-to-drink coffee market with this range. Until now there hasn’t been a big brand to drive the category forward but we are confident that with a global brand as established and trusted as Starbucks we can achieve this.”
According to the Britvic Soft Drinks Report 2010, cold hot drinks are worth £8m, but have seen sales fall by 21% and have no market share to declare in the soft drinks marketplace.
