Starbucks launches campaign to promote new espresso

Starbucks is introducing a new espresso blend and has claimed it will be the first coffee chain to offer customers a choice of espresso in drinks.

Starbucks

A multimillion pound campaign inviting customers to try the new Guatemala Antigua single source espresso for free will support the new range.

Starbucks will post a code on a dedicated campaign site every day between 3 and 9 April for customers to redeem against free samples in-store between 9:30 and 11:30.

Elsewhere Starbucks is opening its first innovation store in London to showcase its Reserve range and coffee making technologies.

Espresso will be made using a Simonelli manual espresso maker of which there are only a few in the UK. It will also offer limited edition Starbucks Reserve coffees made with its ‘clover’ machine which uses a vacuum-press to aerate the coffee.

Ian Cranna, vice president of UK marketing for Starbucks says: “Increasingly sophisticated British coffee drinkers are looking for choice and the chance to explore something new. Our experience and expertise in sourcing and roasting the best coffee in the world sets us apart in an increasingly competitive market, and means we are the first UK branded coffee shop where our highly trained baristas can offer customers a perfectly crafted latte, now with high quality single Origin Espresso.”

Starbucks will be hoping the new range and giveaways will go some way to restore its appeal with consumers after its brand reputation was damaged by the tax avoidance row at the end of last year. It follows a campaign which offered customers cheap lattes every Monday morning in January and February.

Recommended

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now